The New Branding of Charlotte Football Club
There is another expansion team coming into the Major League Soccer of the United States. Well, there will be actually 4 teams starting their debut as of 2021 to 2023. With these newly added teams to the league, there will be 30 clubs playing as of 2023. One of these …
There is another expansion team coming into the Major League Soccer of the United States. Well, there will be actually 4 teams starting their debut as of 2021 to 2023. With these newly added teams to the league, there will be 30 clubs playing as of 2023. One of these expansion teams is Charlotte FC and this week their new branding was released. First of all, I want to congratulate the city of Charlotte for having a new club in town. Second of all, I want to talk about how underwhelming the new identity is for me.
For the first time, the city of charlotte will have a team in the American top football tier, MLS. This city had been known throughout history to always have been present in football with lower-tier teams. Dating back to 1980, Carolina Lightnin’were the first club, and from there have been teams like Charlotte eagles and charlotte independence. Charlotte was officially granted an expansion franchise on December 17, 2019, with Carolina Panthers chairman as owner.
With the panther as brother franchise of Charlotte FC, it is obvious where the club’s color palette derived from. Charlotte Fc adopted a royal theme as the base concept of heir crest. The logo consists of an overused circular badge with a crown centered on a blue circle. The crown has four peaks that reflect the four original wards coming together to celebrate the legacy behind the city; The white rings halo the blue circle. The stylized san serif font has a royal feel to it and on the inside of the circle the word “Minted 2022” is displayed. The explanation behind this word is that it symbolizes “freshly made.”
The team won’t start playing until the 2022 season and that is the reason why I’m not a fan of this crest. I feel that Charlotte having a club join the MLS for the first time is something big and to celebrate, yet somehow this crest does not reflect that. I am overwhelmed with how many teams are starting to use the circular badge. This is being overdone and starting to make clubs crest lack originality. The typeface could have been made custom and yet transmit a royal feeling. The typeface used looks kind of outdated. Lastly, The crown just looks too basic and clipart. Like I said earlier I love that Charlotte has an MLS team but I am disappointed at the outcome of the crest.
All images ©Charlotte FC