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BrandMooreArt

Orlando City FC

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i made this proposal to the team a few months ago. although they declined, i was able to get some good portfolio pieces out of it. i've finally managed to get it all in a decent presentation on Behance, which you can see here: https://www.behance.net/gallery/Orlando-City-Football-Club-Identity-proposal/14200923

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This is top notch. The tones are perfect, and the kits are excellent.

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Fantastic. Were the colors and Lions identity already in place, or part of your pitch?

They were already red, purple, and gold and they wanted to stick with that. But the specific swatches i picked myself, a brighter purple and a darker red. Also considered a light blue in place of red but team never saw that version

Their current logo has 3 lion heads inside a shield. I think they will keep that concept

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I like the presentation, the way you incorporated/tweaked their current colors. Personally I like your rendition of their crest, than their current. And props for not putting a soccer ball in it.

There is a big backlash in Europe right now over the "Americanization" of crests and naming with teams. When it comes to crests: Arsenal, Aston Villa, Everton and Crystal Palace are examples of clubs that have updated their look in the last decade or so and have received unfavorable comments by their fans for the over stylizing of crests. Fans don't think it looks authentic, it's more corporate.

Majority of MLS clubs are trying move away from that especially with naming the clubs and what appears on the badge or word mark. Orlando City's nickname may be the Lions, but in soccer the nickname is not really incorporated. People just know Man United are the Red Devils, Real Madrid are el Galacticos, Arsenal are the Gunners and so on.

Orlando City will also probably get some schtick when they do enter the MLS for having a star on their crest as stars typically signify winning the league or some championship.

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I like the presentation, the way you incorporated/tweaked their current colors. Personally I like your rendition of their crest, than their current. And props for not putting a soccer ball in it.

There is a big backlash in Europe right now over the "Americanization" of crests and naming with teams. When it comes to crests: Arsenal, Aston Villa, Everton and Crystal Palace are examples of clubs that have updated their look in the last decade or so and have received unfavorable comments by their fans for the over stylizing of crests. Fans don't think it looks authentic, it's more corporate.

Majority of MLS clubs are trying move away from that especially with naming the clubs and what appears on the badge or word mark. Orlando City's nickname may be the Lions, but in soccer the nickname is not really incorporated. People just know Man United are the Red Devils, Real Madrid are el Galacticos, Arsenal are the Gunners and so on.

Orlando City will also probably get some schtick when they do enter the MLS for having a star on their crest as stars typically signify winning the league or some championship.

Most of that is completely over my head. Im just not a soccer follower at all and even the aesthetics of the sport are lost on me. Which is one reason i was excited for this, i thought i could bring a fresh perspective on it. It wasnt until after i finished the logo i realised the significance of the star. I guess my main focus on it wasnt to make a crest that would look like everyone elses, but to do something new and unique. Or at least something that was just "good". But i definitely know when you get too far from a sports visual language it can back fire. Maybe this one does go too far?

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no dont change a thing! its perfect. It's not very traditional, but its not abnormal in your face like the Revolution one is. The only thing that is a little off is that the striping at the bottom of the jerseys keeps going passed the main piece - it should stop at the side vent part, and the crest is a little large for a typical jersey.

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Just a few things that could make these concepts a little better.

It's Orlando City SC, not FC.

Usually soccer clubs don't actually recognize themselves as anything over than their actual name, so I would say the "Lions" wordmark has to go.

MLS teams don't have fonts for their numbers, they have league-standardized number fonts and name lettering fonts.

The lionhead crest should be in the same place as the Adidas logo, except on the opposite side. Nearly all soccer teams have their crest/logo over their hearts.

MLS teams have the MLS logo on the right sleeve of the jersey. They would also have the flag of the country they're located in on their left sleeve (where the circular Orlando crest is).

Those are all just soccer-related issues that don't really take away any of the glory of these concepts. Just small changes that kind of need to be made.

All things aside, this a VERY solid concept and I really like the uniforms. I don't mean to criticize every tiny mistake, but these are subtle changes that I think could actually make them accept the proposal if tweaked around a little to make it look a little different from this one. I'd really like to see this in the MLS, and would maybe even like to see a black or gray alternate (if you do do an alt, try to stay away from red or gold).

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Thanks BTL ill work on those updates. I know they are SC now but was told they may change to FC once they make the move.

Also, i did work up a red and gold alternate LOL

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Just a few things that could make these concepts a little better.

The lionhead crest should be in the same place as the Adidas logo, except on the opposite side. Nearly all soccer teams have their crest/logo over their hearts.

The post is good advice - I just have a question on this one...does the crest have to be over the heart in MLS? Could a team potentially have the crest over the sternum?

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Just a few things that could make these concepts a little better.

The lionhead crest should be in the same place as the Adidas logo, except on the opposite side. Nearly all soccer teams have their crest/logo over their hearts.

The post is good advice - I just have a question on this one...does the crest have to be over the heart in MLS? Could a team potentially have the crest over the sternum?

No, the MLS allows the crest to be wherever. But since the league is run by just Adidas, I think they are pushing consistency on all of their kits. If there was Nike, Puma, etc. it would be a different story. Unfortunately, that probably will never happen.

Competition between manufacturers= better looking kits.

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TT-AD7649A-SP3-2.jpg

The crest need not be on the left side. Personally I don't mind the centre placement you have, but I would say that the crest looks far too large on your jerseys. Overall a great concept though.

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you could put the circular logo on the back above the name. The logo placement is completely fine as long as its centre or over the heart.

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TT-AD7649A-SP3-2.jpg

The crest need not be on the left side. Personally I don't mind the centre placement you have, but I would say that the crest looks far too large on your jerseys. Overall a great concept though.

i like that. soccer jersys are a bit harder for me because their priorities are so backwards. cant stand the large sponsor logos on them

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Thanks BTL ill work on those updates. I know they are SC now but was told they may change to FC once they make the move.

Also, i did work up a red and gold alternate LOL

I hope they stick with SC, I know they're trying to "Europeanize" the MLS to a sort (which is okay), but we don't even say football, so I'm surprised that only one team has tried putting SC at the end.

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Great concept and amazing presentation, Brandon. I would agree that the crest on the kits is a little large, but I don't mind the center placement.

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You should try NYCFC and Miami as well.

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