St. Louis MLS Branding Could be Announced Soon

St. Louis MLS stadium rendering

Branding for the St. Louis MLS club could be unveiled in the near future, as team owner Carolyn Kindle Betz said in a radio interview Monday that the organization hopes an announcement will come soon.

Set to begin play as an expansion team in 2022, the St. Louis MLS squad is backed by an ownership group that includes Kindle Betz and other members of Enterprise Holding’s Taylor family, along with Worldwide Technology CEO Jim Kavanaugh. In the months since MLS announced in August that it had approved St. Louis’s expansion bid, the investment group has been at work planning the club’s new soccer-specific stadium (rendering above) along with other details, including its branding.

While the logo, color scheme, and other branding elements have not been released to date, that announcement could come soon. In an interview Monday with KMOX’s Mark Reardon, Kindle Betz indicated the the group is hoping to make an announcement soon, while noting that it has been at work behind the scenes to finalize these plans. More from KMOX:

Carolyn Kindle Betz, the head of the MLS4TheLou ownership group was in studio with KMOX’s Mark Reardon on Monday and had a bit of a tease about some upcoming news. She says they’ll be announcing the team name, logo and more soon. 

“We’re hoping that it will come in the next couple weeks. Very soon,” Kindle Betz says. “The MLS has a very strict process, so it just takes a little bit of time to make sure the team name makes sense, it fits and is a good representation of the city. We got more than 6,000 suggestions on our website, so we had to sort through those to probably the top five or six words, names, themes and have been slowly whittling down that list.”

St. Louis is slated to be one of two expansion teams that begins MLS play in 2022, joined by Sacramento.

Rendering courtesy HOK and Snow Kreilich Architects.

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