KC NWSL unveils crest, will develop branding this year

KC NWSLExpansion team KC NWSL will play this season with a temporary crest while tapping community members to develop a permanent crest and branding.

Today the team unveiled the crest, team colors and new website, all centered around the club’s commitment to play “For Kansas City.” The two stars represent Kansas and Missouri, while the stripes demonstrate the history of the region’s railways and crossroads, with a nod to the Santa Fe, Oregon and California National Historic Trails that cross Kansas City. The red and blue colors reflect the primary colors in the state flags of the region and the teal brings a fresh color and feel to the club, distinctly evoking the bright future of the team and organization.

“It is important to us to articulate who and what we play for: our players, our fans and our city,” said KC NWSL Owner and Co-Founder Angie Long via press statement. “We are so proud of this inaugural crest and how it represents our city. At the same time, we’re excited to continue our long-term strategic branding process over the course of this upcoming year: taking the time to listen to our fans, starting with our Founding Members, and reflect their participation in the process.” 

The club’s brand development process will be guided by a newly announced Brand Advisory Council which will be led by KC NWSL Co-Owner Brittany Matthews, and will bring together design experts, soccer insiders, branding leaders and prominent Kansas City voices.   

“We’re looking forward to adding to Kansas City’s championship history, and we’re bringing that same approach to the club’s name and brand,” Matthews said. “We want to create something that is distinctly designed to capture the fabric of Kansas City and to authentically represent our athletes and our sport.”   

Joining Matthews as initial members of the council are Kansas City Sports Commission President and CEO Kathy Nelson and Steinberg Sports CEO Chris Cabott. The council will include player representatives and designers who will work to ensure the brand reflects input from the fans, sport and players it represents.

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August Publications