A Brand Identity Built to Move at the Speed of the Game.

STRATEGY

This Isn’t a Moment. It’s a Movement.

From the beginning, this was so much bigger than a name and crest. It was built to be a platform. A brand that could grow with the club, the players and the city. Something with enough clarity and conviction to scale beyond a single season.

IDENTITY

Built in Kansas City. Backed by Belief.

The name and identity is rooted in place. It draws from Kansas City’s history, culture and momentum. Every element, from typography to color to tone of voice, reinforces the club’s sense of purpose and commitment to community.

EXPRESSION

Carving New Paths.

We designed the system using the river as a metaphor for the way the team plays. Fast. Fierce. Unapologetic. The visual system carries the same energy, flexing across digital, environmental and lifestyle without ever losing consistency.

COLORS

Teal Rising.

Grounded in classic Kansas City colors, Heartland Red honors our home in the Heart of America and Storm Blue reflects how the team shows up, inspired by the intensity of midwestern weather on the Missouri River. Teal is the unique twist that brings the energy and soul.

COMMUNITY

Louder. Prouder. Current.

A brand like this only works if it belongs to the people. The identity was built to be adopted, amplified and lived by the players, community supporters and the city itself. It’s as much theirs as it is the club’s.

To know more about Willoughby Design visit here.

Original Source: https://bit.ly/47UIcPr

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