mattr1198 Posted November 12, 2019 Share Posted November 12, 2019 Hi all, I'm in the need of some opinions on my brand concept I created for the MLS's St Louis expansion team: name, colors, and logo. Here's some of my reasoning/little tidbits about the design: The blue is directly pulled from the St Louis city flag. So is the Fleur de Lis and the design of the river under the arch. The green is from the USL club, St Louis FC The name, Gateway City FC, is meant to differentiate from all the redundant "City name followed by FC/United" trend going on in the MLS The horses rearing on the side of the roundel are Clydesdales Any and all suggestions are welcome! NYC x STL Link to comment Share on other sites More sharing options...
Axe Posted November 12, 2019 Share Posted November 12, 2019 Good start! The colours work, although they are rather close to Seattle. I'd encourage you to explore other color schemes, like the ones from the city's flag. However, I really feel like the Clydesdales are getting lost on the side. They are magnificent creatures. What I'd like to suggest is to maybe turn this logo into a coat of arms, much like in English football and have the horses beside the crest on each side and have one hoof on the crest to protect it. Link to comment Share on other sites More sharing options...
mcrosby Posted November 13, 2019 Share Posted November 13, 2019 I like the idea of a heraldic style crest. There are some great examples of heraldic horses, but not many of clydesdales. A few adjustments and you'll have something unique. https://twitter.com/OutOfThisWC Link to comment Share on other sites More sharing options...
MilSox Posted November 13, 2019 Share Posted November 13, 2019 Good start, but i think "City" is totally unnecessary here. Gateway FC is perfectly unique and distinctive on its own. There are already several "City" teams. Link to comment Share on other sites More sharing options...
TheRoman Posted November 13, 2019 Share Posted November 13, 2019 14 minutes ago, NicDB said: Good start, but i think "City" is totally unnecessary here. Gateway FC is perfectly unique and distinctive on its own. There are already several "City" teams. I was going to say that myself, “Gateway City” is a mouthful and sounds a bit corny. Link to comment Share on other sites More sharing options...
vtgco Posted November 13, 2019 Share Posted November 13, 2019 A solid concept as-is. The Arch + city flag wave combo works very well in the roundel. The Gateway City FC name is better than most recent MLS names, though I'd be partial to "Gateway St. Louis." That said, the logo might benefit from a few tweaks. The horse is an awesome idea, and too detailed to be so small anyway, so I think that should be a bigger focus. Put the fleur-de-lys on the sides, and a horse under the arch! The blue section of the roundel is way too thin proportionally. You should make that wider and the text bigger. Also, I agree with @Axe, the colors are quite close to the Sounders. I'm really on board with the city flag colors suggestion, but if you want to keep the STLFC green, you could darken the blue and green and/or add another color. I could imagine green with silver trim working well! Link to comment Share on other sites More sharing options...
Midwest_surfer Posted November 13, 2019 Share Posted November 13, 2019 Very strong start. I’d change the Clydesdales to the St Louis statue on the sides though and make that stripe bigger to showcase them a little bit. I think I agree with a couple other people in this thread though, that Gateway FC or Gateway City are better names. They seem to flow better. The grey seems a little off too, I’d either figure out a way to use it more or take it out completely. Like I said though, very strong start, there’s a lot to like about this crest. Link to comment Share on other sites More sharing options...
Whittier S Posted November 13, 2019 Share Posted November 13, 2019 The horse under the arch would be very cool -- it would be like the statue of King Louis had come to life and the king got off. Link to comment Share on other sites More sharing options...
JMtexan09 Posted November 13, 2019 Share Posted November 13, 2019 I agree with @vtgco on fluers and horse to be swap places. Colors as well needed to be better. Not that it is a bad start. But good draft work really. My only concern is that the wordings is too small to look at. So my suggestion for the middle circle with Arch/wave/horse to be shrink down abit then enlarge the wordings same as fluers on sides to be enlarged. I think it will make it looks alot better. Maybe put in shadings as well on fluers FEAR THE FROG! LET'S GO TCU!! Link to comment Share on other sites More sharing options...
Jake3roo Posted November 13, 2019 Share Posted November 13, 2019 I agree with what has been said above, and I would also like to add that the fluer de lis shouldn't have a drop shadow Link to comment Share on other sites More sharing options...
AceHawk447 Posted November 14, 2019 Share Posted November 14, 2019 I’m liking “Gateway FC” among the name ideas so far (kudos to NicDB for that one!)...but how about “Gateway STL?” As for colors...how would a deep forest green, sky blue, and old gold scheme work? Link to comment Share on other sites More sharing options...
mattr1198 Posted November 14, 2019 Author Share Posted November 14, 2019 Based on your suggestions of a heraldic crest, I now created this: I incorporated mostly similar elements to the other logo in a much different way. The major addition is the crown, adorned with a Fleur De Lis, making it a simplified crown of Louis XIV, whose statue sits outside the St Louis Art Museum and is, obviously, the city's namesake. I also made a set of uniforms, dark and light: NYC x STL Link to comment Share on other sites More sharing options...
Whittier S Posted November 14, 2019 Share Posted November 14, 2019 Why are the horses' heads so big? Link to comment Share on other sites More sharing options...
BigRed618 Posted November 14, 2019 Share Posted November 14, 2019 Am I the only one who thinks these particular shades of blue and green don’t look that great together? At least without a little white to separate them? I know it’s from the flag, but I feel like the blue could stand to be a little lighter. As for the crest, aside from Whittier's comment about the horses, I’m okay with everything else. Link to comment Share on other sites More sharing options...
mattr1198 Posted November 14, 2019 Author Share Posted November 14, 2019 5 minutes ago, Whittier S said: Why are the horses' heads so big? Clydesdale's heads are bigger than that of other horses, and I wanted it to be as distinct as possible that these horses are clydesdales. NYC x STL Link to comment Share on other sites More sharing options...
Jake3roo Posted November 14, 2019 Share Posted November 14, 2019 What program are you using? The arch looks fuzzy and the horses are all pixely, even though the crown is crisp. I'd also like to vote for tweaking the colors, perhaps darkening the blue a bit and making the green more of an Oregon green? Link to comment Share on other sites More sharing options...
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