A Change of Brand New York City FC with Milo Kowalski and Justin Au
Jul 15, 2025
Milo Kowalski, Creative Director at New York City FC, and Justin Au, Creative Director at Gretel, dive into the exciting journey of rebranding the club for its 10th anniversary. They discuss the significance of fan engagement in shaping soccer identity and share the challenges of resonating with New York's passionate supporters. The duo reveals the process behind creating a custom typeface that embodies the city’s essence, highlighting the delicate balance between tradition and innovation. Expect an exhilarating transformation set to unveil in the 2024 season!
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Soccer Fans Shape Team Identity
- Soccer fan groups actively influence team branding and culture, a contrast to other sports like NFL.
- Fans create large murals called TIFOs, showing deep commitment and involvement.
NYCFC's Growth & Identity Shift
- NYCFC's growth paralleled the city's soccer spirit, building fanbase and eventually winning titles.
- Launching their stadium in Queens marked a pivotal moment for club identity evolution.
Subtle Refinement Fuels NYCFC Brand
- NYCFC's brand refresh enhanced existing elements with subtle refinements, avoiding drastic changes.
- Custom typography inspired by pre-modern subway signage deeply connected the brand to NYC's essence.