LEVERAGING HERITAGE TO SPARK DEVOTION
As one of the charter members of Major League Soccer with roots dating back to the NASL in 1974, the San Jose Earthquakes needed to revamp and revitalize their club’s identity with a new logo that spoke to Bay Area soccer fans of all ages. We conducted a deep-dive into the club’s rich heritage as well as multiple rounds of concepting to arrive at a new identity that better captured the spirit of the club. In addition to the new logo, we were able to 1) identify their club’s values of Unity, Devotion and Heritage, 2) create a club motto “Forward As One,” and 3) helped design their onfield uniforms.
Client: San Jose Earthquakes
Project: Brand positioning
Deliverables: brand values, brand constitution, club motto, logo, uniform design and stadium campaigns