New York City FC
New York City FC
As New York City FC approached their 10th season, the club set its sights on cementing its place among the city’s most iconic teams. But in a city of strong opinions, it wouldn’t be easy. Soccer supporters are famously passionate and loyal, while New Yorkers take spirited to another level. Milo Kowalski, Senior Creative Director at NYCFC, and Justin Au, Creative Director at Gretel, share the play-by-play of how they scored a branding win with one of the toughest crowds around.
The Breakdown
New York City FC before and after its rebrand.
Previous New York City FC brand from 2015 to 2024
2024 rebrand
Badge
Monogram and wordmark
Graphic expression
Two custom type styles: 'Local' and 'Express'
Merch and signage
Social graphics
Posters
Th mosaic system is a visual representation of the Five Borough Bond
Check out the full case study from Gretel here.
