St. Louis MLS expansion team unveils brand identity

The Major League Soccer expansion team in St. Louis, Missouri, will be known as St. Louis City Soccer Club after the franchise’s name, colors and logo were officially unveiled.

St. Louis City will join MLS in 2023 after the league delayed the arrival of three of the next four expansion teams due to the ongoing financial impact of the global Covid-19 pandemic.

Majority owner Carolyn Kindle Betz told ESPN that the team received over 6,000 potential name submissions from fans, and 400 of them contained the name “City”.

The team’s four primary colors are City Red, River Blue, Energy Yellow and Arch Steel Gray, which represent a nod to the city’s official flag. Meanwhile, the logo reflects the city’s famous Gateway Arch as well as the meeting of the Mississippi and Missouri rivers, which run through St. Louis.

“We’re a brand new soccer team here in St. Louis, brand new stadium, brand new everything,” Kindle Betz told ESPN. “And so we just wanted to make sure that we’re very inclusive of the region, but also embracing our proud heritage.”

According to The Athletic, the future of United Soccer League Championship team Saint Louis FC is in huge doubt and it seems unlikely that the franchise will continue after the 2020 season.

The St. Louis City brand identity launch came just a few weeks after that of Charlotte FC.