Major League Soccer’s newest expansion team San Diego FC unveiled their name, crest and brand identity in front of thousands of fans at Snapdragon Stadium on October 19, boasting the club “strives to become the epicenter of football excellence.”
The league announced the newest member in 2023, allowing San Diego two almost two years before its debut in February 2025.
San Diego FC will boast a crest nicknamed ‘The Flow’ composed of 18 lines “representing the 18 communities of San Diego County, woven into one to symbolize how we perform at a peak level while embracing San Diego’s unique rhythm of life.” The team’s name is displayed at the top in the form of an arch, inspired by the neighborhood arches and signs around greater San Diego.
“Our brand identity has been co-created with our fans and supporters over the past six months,” said Tom Penn, CEO of San Diego FC. “We believe our crest truly reflects the essence and spirit of San Diego. Our club strives to become the epicenter of football excellence and innovation in North America.”
The team announced the official colors of Chrome and Azul, in a symbol of “San Diego’s spirit of excellence and cutting-edge innovation.”
“Chrome is a symbol of San Diego’s spirit of excellence and cutting edge innovation. Chrome is reflective and dynamic in nature, an effect as well as a color. Through Chrome, our club reflects the colors of the community, shades of yellow, orange, red and blue. Azul, a dark navy blue, spotlights San Diego’s deep connection to the Pacific Ocean and our daily enjoyment of the clear blue sky.”
San Diego worked with design agency Pupila in collaboration with San Diego-based creative agency The House Of to design the crest and unearth the four principal virtues that define the team: Gratitude, Proud Not Loud, Diversity and State of Flow.
THANK YOU, SAN DIEGO.
THE CHROME & AZUL ERA BEGINS NOW. #WovenIntoOne #18somosUno pic.twitter.com/wMBpBoUj8U
— San Diego FC (@sandiegofc) October 21, 2023
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