New for 2024: Bay FC

Well, this variation on an Old English font will certainly stand out in the National Women’s Soccer League, as we have the branding for the 2024 expansion team playing out of the Bay Area: Bay FC, as the fourteenth NWSL team unveiled its name, brand, crest and visual identity.

The new franchise is co-founded by global investment firm Sixth Street in partnership with U.S. Women’s National Team legends Brandi Chastain, Danielle Slaton, Leslie Osborne and Aly Wagner.

“Bay FC will be a uniting force, building a culture of belonging and shared pride,” said Aly Wagner, co-founder and co-chair of the team via press release. “We will be a beacon of hope and connection, welcoming and embracing people of all backgrounds. While community is our foundation, our love of football is our reason for being. Bay FC will have the fire to be the best, and we will show up every day with intensity, competitiveness, passion and a drive to win.”

“If anyone knows how to turn a big idea into a world-changing reality, it is the Bay Area,” said Alan Waxman, co-chair of the team and co-founder and CEO of Sixth Street, via press release. “With the right investment, care, and culture, Bay FC will become as strong and dynamic as the incredible community of people it serves. We’re going to activate every muscle from across this region to drive this franchise toward setting new standards of excellence. This is the beginning of the Bay FC generation, and it is going to be powerful.”

To celebrate the historic launch, the club will host Bay FC Day for the Bay, a free, family-friendly festival on Saturday, June 3 from 12-3 p.m. PT at the Presidio Main Parade Lawn in San Francisco. Open to the public, attendees will get a chance to meet Bay FC co-founders Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner, with introductions by Bay FC investor Sheryl Sandberg, elected officials, and local athletes. 

This is the second big announcement from the NWSL expansion team–the first covered the awarding of the expansion team–and there is one more detail to be released: where the team plays, and whether Bay FC will pursue its own facility, play at San Jose’s 18,000-capacity PayPal Park, or set up shop in a pro or college football stadium.

Bay FC Brand Identity

The new logo is certainly unique in North American soccer, billed as something steeped in tradition, yet modern and unapologetically athletic: an iconic “B” mark that fuses bridge iconography with classic gothic typography. The logo represents the Bay Area’s unique culture and style, drawing inspiration from the Golden Gate Bridge and the Bay’s street art scene. The bottom and top serifs also nod to the fog that blankets much of the region. 

“Bridges define the Bay Area and are symbols of strength that connect us all. Bay FC will unite the region’s tapestry of different cultures, languages and ideas with shared pride and a sense of belonging,” said Danielle Slaton, co-founder of the team, via press release. “Our team will be bold and authentic, while humbly serving something greater than ourselves.” 

In the team logo, the bold “B” is further brought to life with a palette of team colors—dark navy blue, warm poppy red and fog gray. Bay FC co-founders worked with San Francisco-based advertising agency Goodby Silverstein & Partners (GS&P) to create the club’s brand and visual identity.

“Street art and street style are central to the soul of the Bay Area and were a big inspiration for this brand,” said Benny Gold, legendary local streetwear designer and design director at GS&P. “We designed a logo that people from all over the Bay, and far beyond, would be proud to wear and represent Bay FC.”

RELATED STORIES: Bay Area NWSL expansion team in place for 2024; Utah Royals to return as NWSL expansion teamWill Arctos investment bring back Utah Royals?Kansas City NWSL team replaces Utah Royals FC in league lineup

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August Publications