June 10 – New US National Women’s Soccer League (NWSL) franchise Boston Legacy FC have faced numerous challenges before even kicking a ball.
Following a disastrous launch that included the widely mocked “BOS Nation FC” name and “Too Many Balls” promotional campaign, the club have revealed their new logo.
After a five-month design process, the club unveiled a crest featuring “BOSTON” text and a white swan on a black background.
“It’s been a learning process and we had a hiccup when we launched the first pieces of our brand, as you know and everyone else knows,” said owner and controlling manager Jennifer Epstein.
The club hired experienced designer Matthew Wolff to lead the rebranding effort. Wolff previously worked with Racing Louisville FC, Gotham FC, and San Diego Wave FC.
“Intentionality matters,” Wolff told The Athletic. “Women’s soccer fans really care about the way that their clubs look, the way that their clubs feel, what their clubs represent. There’s a high standard, and there should be a high standard for this.”
Explaining the swan imagery, Epstein noted the bird’s deep connection to Boston: “Swans have a long history in the city of Boston. They’re iconic birds that populate the Charles and Mystic rivers and reside in the Boston Public Garden, which is part of the Emerald Necklace that extends to where our home pitch will be at White Stadium.
“Looking at the rest of the crests across the league, while the Washington Spirit have a nod to the eagle in theirs, a bird would stand out from the rest.”
“Swans are extraordinarily fierce and extraordinarily loyal. Doesn’t that sound like a Bostonian to you?” Wolff added. “Swans are elegant and fierce and loyal. That’s Boston, that’s Boston sports. Early on, we realised there was some mirroring of the animal and the club’s values and Bostonians’ personalities.”
The team presented their new identity to fans last Saturday on Boston Common, with the club set to enter competition next season.
Contact the writer of this story, Nick Webster, at moc.l1750473155labto1750473155ofdlr1750473155owedi1750473155sni@r1750473155etsbe1750473155w.kci1750473155n1750473155