A Fresh Take on a Storied Club
The Seattle Sounders have unveiled a brand refresh that speaks to both their legacy and their future—a masterclass investment for soccer in America. In the growing landscape of Major League Soccer (MLS), clubs are investing in their visual identities to stay relevant, attract new fans, and maintain a strong connection with their existing base. The Sounders, a team deeply rooted in Seattle’s culture since 1974, have opted for an update that balances history, modernity, and regional pride. And its lovely.
Executed by Column, this new identity refines the club’s core elements while introducing a suite of secondary logos, a custom typeface, and a refreshed color palette.
A Crest That Speaks Seattle, But Not Necessarily Soccer
The new crest is the centerpiece of the rebrand, replacing the 2009–2024 iteration that prominently featured the Space Needle and a traditional soccer badge format. While the update is sleek and contemporary, it raises a critical question: Does it still feel like a football club?
Unlike previous logos that included soccer balls or direct nods to the sport, the new crest leans heavily into Seattle’s identity. It features the Space Needle as a central motif but removes explicit soccer references, relying instead on abstract forms, textures, and a flashy 3D rendering. While this aligns with modern branding trends—where teams aim for lifestyle appeal beyond just sports—it may leave some fans wanting a clearer connection to the game, not just architecture.
A Suite of Secondary Logos: Versatility or Overload?
The Sounders’ rebrand introduces a series of secondary marks, including a stylized orca, a monogram, and various geometric emblems that reference the city’s geography. On one hand, these marks offer incredible flexibility for merchandise, apparel, and digital applications. On the other, the sheer volume of them raises the question: Does a soccer club need this many logos? Or, how does a marketing team upkeep the brand use?
The orca, in particular, stands out as an unexpected addition. While orcas are native to the Pacific Northwest, their connection to soccer feels tenuous. However, the club has leaned into this mascot heavily, even featuring an animated orca kicking a soccer ball in promotional content. This element may not immediately resonate with all fans, but it does add a layer of personality to the brand.
A Typeface That Feels Sporty but Familiar
One of the strongest elements of the refresh is the custom typeface. Inspired by Futura and grotesque type styles, it delivers a bold, modern aesthetic that aligns well with the team’s brand voice. However, its resemblance to Nike’s typographic choices is impossible to ignore. That's not to say it isn't a great choice, but maybe a familiar one with so much of Nike design being rooted in Oregon.
For better or worse, this gives the brand a sense of athleticism and credibility but also risks feeling derivative. Still, when paired with the refreshed color palette—anchored in the club’s signature “Eternal Blue” and “Forever Green”—it establishes a strong visual identity across applications.
The Strategy Behind the Refresh: Future-Proofing the Sounders
Seattle’s rebrand arrives at a pivotal moment for MLS. With global superstars like Lionel Messi joining the league and increasing attention on American soccer, clubs must position themselves for the next phase of growth.
This refresh is more than just a visual upgrade—it’s a strategic move to future-proof the Sounders' brand. Kaleb Dean
Key Considerations in the Refresh:
- Expanding Brand Appeal – The new identity allows the Sounders to market themselves as more than just a soccer club. By leaning into city pride, they create opportunities to engage a broader audience beyond hardcore football fans.
- Merchandising Potential – With multiple marks and a versatile type system, the rebrand is optimized for apparel, accessories, and promotional materials, reinforcing the club’s presence in lifestyle markets.
- A Digital-First Approach – The 3D rendering of the crest, while impractical for on-field application, is a nod to how sports brands must operate in the digital age. The new identity is designed to be dynamic, engaging, and easily adaptable to various media platforms.
- Balancing Heritage and Modernity – The update pays homage to Seattle’s history while embracing a contemporary aesthetic. However, it does walk a fine line—some fans may feel the new crest loses the club’s football-centric focus.
Final Thoughts: A Strong Brand, But Could It Be Stronger?
Seattle’s rebrand is undeniably well-executed. It’s visually cohesive, deeply rooted in the city’s identity, and strategically positioned for the future.
Ultimately, the success of this rebrand will be determined by how it resonates with fans. Will they embrace the shift toward a broader Seattle identity? Or will they feel the club has strayed too far from its football roots? Time—and jersey sales—will tell.
