D.C. United's new logo, a 'modern evolution'

D.C. United, one of the most storied teams in MLS history, unveiled a new logo for only the second time, introducing it at the club's annual holiday celebration in Washington on Thursday before players, staff and fans.

In a statement, United said market research pointed to the need for modernization to reflect the growth of soccer and MLS. While fans spoke to the strong sense of nostalgia and tradition of the club in the community, it was felt that there was a need to make the brand more broadly appealing.

The move comes as D.C. United works on building a new stadium. It hopes to move into the facility for the 2018 MLS season.

The crest features a new shield shape, based on the George Washington family crest, which dates back to 1559. It also has an updated wordmark, an enlarged eagle and the stars and stripes of the Washington, D.C. flag.

Tom Hunt, United's chief operating officer, described the new design as "more of a modern evolution than a revolution."

Red Peak Group worked on a brand positioning strategy and Element Advertising did the initial logo design. The final version of the logo was done by Peter Horridge, who has redesigned badges for Liverpool FC and the England Football Association, as well as the Royal Coat of Arms for the Queen of England's Royal Household.


5 comments about "D.C. United's new logo, a 'modern evolution'".
  1. Garrett Isacco, December 11, 2015 at 7:33 a.m.

    Who cares about a logo. DC United needs to sign a quality designated player who can actually score. Now I see that DC United will be in there new staduium in 2018, a date that forever seems to move back. At the age of 70, I really wonder if I will ever see them in the new stadium.

  2. Randy Vogt, December 11, 2015 at 9:05 a.m.

    Actually, I do, but then again, I work in advertising and marketing and one of my responsibilities is designing logos. This new logo is a nice update and looks nice visually. I get that the flag of DC is in the logo without needing the explanation on the video. Although I prefer team logos to have a reference to soccer in them that non-soccer fans would understand (a shield is not enough), DC United is probably known enough today that a soccer ball is not all that necessary anymore. My two cents worth. Happy Holidays!!

  3. Miguel Dedo, December 11, 2015 at 9:50 a.m.

    Alas, the "new" stadium. Every year at ticket-selling time a bit of news about "progress." Then as winter settles in we hear that the arrival date has been moved back another year.
    Meanwhile we field a hard-working but dull team in a stadium in which there is a real danger that concrete will fall on a spectator's head.
    The "free gift" for season-ticket holders this year will be catheters with a DC logo -- the toilets no longer work at RFK.

  4. Keith R, December 11, 2015 at 2:40 p.m.

    Randy wrote: " Although I prefer team logos to have a reference to soccer in them that non-soccer fans would understand (a shield is not enough), DC United is probably known enough today that a soccer ball is not all that necessary anymore."

    I respectfully disagree. I'm very happy that DC United got rid of the cheesy soccer ball from the logo.

    I was worried about this redesign but I think they did a great job.

  5. Dan Phillips, December 11, 2015 at 8:10 p.m.

    They should go back to the white home uniforms. Much better than the black ones!

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