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New Logo for Atlanta United FC by Adidas


Noted Jul. 22, 2015 by Armin

Industry / Sports Tags /


Atlanta United FC is a Major League Soccer expansion franchise in Atlanta, Georgia that plans to begin play in 2017. The team, which was announced by the league on April 16, 2014, will be owned and operated by Home Depot co-founder and Atlanta Falcons owner Arthur Blank, and will play in the New Atlanta Stadium, currently under construction. Following Orlando City SC, United was the second expansion team in five months established in the southeastern United States.” (Wikipedia)

Design by

Adidas (according to AJC link below)

Related links

Logo explanation
Atlanta Journal Constitution story

Relevant quote
The Atlanta United FC logo was constructed utilizing elements of Atlanta’s rich history and culture, underscoring the city’s progressive and passionate voice. [Ed.'s Note: Best to read the whole thing at the link]

Logo explanation

Images (opinion after)
Logo introduction. I LOVE the narrator’s authentic Southern drawl specific to the region of Atlanta. Alternate caption: Video narrated by Robin Leach, post Lifestyles of the Rich and Famous.
New Logo for Atlanta United FC by Adidas
Logo detail.
New Logo for Atlanta United FC by Adidas
Ludacris and other half-shaven people are excited. (Source)

You must definitely watch the video below first. It's epic in its rationalization of every detail of the logo. And while all of it sounds true and sincere and relevant it's also a heaping serving of bullshit. Which is fine, it's the kind of bombastic presentation needed to make any kind of waves in the sports and entertainment world these days. The logo is not bad at all. It has a bit of an FC Barcelona feel with the deep red and dark stripes but the actual palette complemented with gold is quite nice. The "A" is big and imposing and I like how it's cropped inside the circle. The typography spelling out the name is not very good though. It's a sans serif with spikes forced upon it and it looks all wobbly and flimsy as typeset in a circle. What the logo does well ultimately is that it somehow feels Atlanta-ish even being as generic as it is.

Thanks to James Formica for the tip.

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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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