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New Logo for Austin FC by The Butler Bros

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Noted Aug. 23, 2018 by Armin

Industry / Sports Tags /

About

Austin FC is a proposed Major League Soccer club for Austin, TX. Spearheaded by Precourt Sports Ventures, Austin FC would be the result of relocating the existing Columbus Crew SC from Columbus, OH, to Austin. The recent news that Austin City Council has voted to authorize negotiations and execution of agreements with PSV for a privately funded Major League Soccer (MLS) stadium and park at McKalla Place, kicked things into high gear for Austin FC, who introduced their name and logo yesterday.

Design by

The Butler Bros (Austin, TX)

Related links

The Butler Bros project page
MLS press release

Images (opinion after)
New Logo for Austin FC by The Butler Bros
Logo.
New Logo for Austin FC by The Butler Bros
Wordmark.
New Logo for Austin FC by The Butler Bros
Logo explanation.
New Logo for Austin FC by The Butler Bros
Color palette.
New Logo for Austin FC by The Butler Bros
Possible scarf.
New Logo for Austin FC by The Butler Bros
Cap.
New Logo for Austin FC by The Butler Bros
New Logo for Austin FC by The Butler Bros
Stadium renderings.
Introduction video.
Opinion

This is quite nice and, in a way, it’s almost unsurprising… which I don’t mean in a bad way — this looks exactly as one might imagine an MLS Austin logo to look like. Hip, well crafted, and just different enough to stand out, which in this case I think it’s the black and bright green bright verde color combo that achieves that. The wordmark is nice, the shape shield is nice, and the oak tree drawing is nice. More “noice” than polite-nice, for the record. The only thing that I’m not quite sure of are the thickening roots of the tree as they connect with the shield since they are the only element that’s not monoweight. If Austin FC does happen, the swell of support and love for this logo will be pretty epic. (As an aside, our tipster provided this image, created by a group trying to save the Columbus Crew SC from moving to Austin, which shows a giant tree with roots — ironic that Austin FC's new logo is a giant tree with roots.)

Thanks to Gabe Shultz for the tip.

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