Madison, WI’s club in upstart USL League One has unveiled its branding, as it will be known as Forward Madison FC. Forward Madison FC will begin play at Breese Stevens Field as part of USL League One’s (formerly USL Division III) inaugural 2019 season.
“Kudos to Madison soccer fans for submitting the name Forward and voting for it above all the other submissions. This was the most popular name submitted in the crowdsourcing efforts and received the most votes throughout the process. Incorporating the state motto “Forward” is appropriate as it reflects the team’s continuous drive to be a national leader,” Managing Director Peter Wilt said. “We also incorporated the Official Bird of Madison, the Pink Plastic Flamingo, which was also a popular name submission by the fans.”
The history of Madison’s connection to the plastic bird goes back nearly 40 years. University of Wisconsin student government leaders Leon Varjian and Jim Mallon took artist Don Featherstone’s 1957 plastic icon and on the first day of classes in 1979, made Madison history. That’s when, as a prank, they placed more than a thousand plastic pink flamingos on Bascom Hill. “Their genius, creativity, whimsy and independence reminds us that life – and soccer, especially in Madison – should be fun and a bit irreverent,” Wilt said.
Madison agency Planet Propaganda’s design team created the logo, which incorporates several local representative elements. “Planet Propaganda did a great job distilling the spirit of Madison into this brand,” Wilt said. The logo has representation of Madison’s Isthmus with the sash and area code in Roman numerals, while the blue color represents the lakes that influence so much of Madison life. The dark “Forward Blue” is Pantone 295 C, the light “Madison Lakes Blue” is Pantone 298 C and the “Plastic Flamingo Pink” is Pantone 223 C.