New MLS franchise in San Diego unveils team crest and brand identtity

October 23 — The new MLS club side in San Diego which is scheduled to begin play in 2025, is keeping it simple.

To be named San Diego Football Club, it will be the 30th team in Major League Soccer.

“When we say San Diego this includes the entire region, including all 18 cities in San Diego County plus the cross border communities in Mexico…” said a club statement.

“We chose to call ourselves a Football Club since we will be competing on the global stage in the world’s game. The term Club represents that we are not just a team, not just another franchise. Our Club includes our owners, players, employees, partners, fans and supporters.”

The club also released its team crest and brand identity.

The heart of the crest is ‘The Flow’, comprised of 18 lines representing the 18 communities of San Diego County, woven into one.

“The Flow symbolizes how we perform at a peak level while embracing San Diego’s unique rhythm of life,” said the club.

San Diego’ is displayed at the top of the crest in the form of an arch, inspired by the iconic neighborhood arches and signs around greater San Diego. 

Merchandise featuring the club name and logo is on sale in the club’s website.

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