Louisville City FC to Wear Traditional Crest as Branding Process Continues

Louisville City FC

Louisville City FC will wear its traditional crest for the 2020 USL Championship season, while continuing to work on establishing a new brand.

On December 16, Louisville City FC unveiled an updated logo and color scheme, unveiling a change to the club’s look ahead of the new Lynn Family Stadium’s opening in 2020. The new logo was met with a significant amount of criticism from fans, and on December 19 Louisville City FC announced that it was halting merchandise production on the emblem and would begin engaging with supporter group leadership about how to improve the design.

The club provided an update on the process Tuesday, revealing that it will transition to Lynn Family Stadium sporting its traditional crest (shown above) for the 2020 season. The redesign process is not ending, however. According to the announcement, Louisville City FC will work over the next several months on the design process, which will involve engaging with supporter groups to help come up with new branding.

“We are very appreciative of the time and effort our fans put into sending us their suggestions for our new crest,” Louisville City President Brad Estes said in a press statement. “We collected hundreds of responses and we are encouraged by our supporters’ passion for this project. Together, we found several designs that we genuinely liked, but we want to make sure we are devoting the proper time and resources that this process requires.”

Tuesday’s announcement did not include an exact timeline for when a redesigned logo could be unveiled, but for now Louisville City FC is planning to move into its new stadium with a familiar look.

“The good news is we have a traditional crest that represents so much success, three Eastern Conference titles and a pair of USL Championship titles,” Estes said in a statement. “We will be proud to wear our traditional crest in our new home.”

Louisville City FC will host Lynn Family Stadium’s inaugural home opener on April 11, squaring off against Birmingham Legion.

Rendering of Lynn Family Stadium courtesy Louisville City FC.

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