Advertisement New league, new look: FC Cincinnati unveils new look for MLS Share Shares Copy Link Copy

New league, new look.FC Cincinnati unveiled its new look Monday night, showing off a new branding and identity for the team's journey into Major League Soccer.The nameThe moniker FC Cincinnati remains. However, the words from which "FC" is shortened have changed."Football Club Cincinnati" – the team's full written name – will take the field in MLS. The name is to be shortened to FC Cincinnati on first reference.The much-speculated name Fussball Club Cincinnati – or Fußball Club Cincinnati using the German character – is the formal, legal name of the club and its business units. It is not to be used in any sporting references to the team, or in any public discussion.The colorsFC Cincinnati's familiar "Orange and Blue" color scheme remains as the club moves to MLS, but now they're brighter and bolder.The club's new orange and bluepop more, with the secondary colors of dark blue, white and gray added to help amplify what is a unique color palette in soccer.The logosThe new FC Cincinnati crest was developed as a representative of the city. Inspired by Cincinnati – itself a city on the rise – the crest highlights the region's German heritage in a modern manner.The winged lion has been carried over and has taken a more prominent place on the shield.It is bolder, stronger and ready for battle. It represents the club's winning spirit, while its crown pays homage to the Queen City, the club said.The seven points on the lion's mane represent the seven hills of Cincinnati, while the wings' three feathers highlight the club's three-year journey to MLS. Curved into a "C," the lion's tail is another nod to Cincinnati.Featuring the club's two new primary colors, the crest also introduces the accent dark blue and it helps provide emphasis against the white background to further emphasize the word "Cincinnati."The team's new wordmark is a familiar update on the team's original mark. Still an orange and blue combination on FC Cincinnati, the crown remains firmly affixed atop the "C" in Cincinnati – again, a nod to the Queen City. Written straight out with no breaks or punctuation between letters, the FC moves straight into Cincinnati to show the club's direct connection to the city.The club's new secondary mark is the stylized FCC from the full wordmark, while standalone tertiary elements will eventually include the full lion from the crest, the lion's head and mane, and the crown. Those elements will be introduced more prominently in future years as the brand gains traction in the marketplace.The taglines & hashtagsFC Cincinnati has introduced two new taglines to represent the club's ambitions and goals, and has cemented a longstanding term as an official team reference:Ignite and UniteNow and ForeverThe Orange and Blue“Ignite and Unite” reflects the passion and energy of our club to inspire people to connect and join together. As witnessed in the club’s first three years, FC Cincinnati’s fan base is magically diverse and has connected different communities – demographic, socioeconomic, geographic, ethnic, etc. The club has become a rallying call for people to forget their differences and come together to support a singular subject as one. “Now and Forever” not only captures how FC Cincinnati has arrived here at MLS, but it also conveys how the club will continue to strive for more and aims to continue its momentum in galvanizing the region behind a common source. “The Orange and Blue” has been used by the club for much of its early history, but now the nickname is solidified in the brand as FC Cincinnati moves to MLS. It is an acceptable second reference to the club and the team, as well.