As a fledgling franchise entering Southern California’s crowded sports marketplace, Angel City faced a challenge when it set out to design a crest that both fit in with the region’s 12 other professional teams yet also represented its own unique culture and ambitions.
“We’re doing something really special here,” said Kayla Green, head of marketing for the women’s soccer team, which will enter the NWSL in spring 2022. “The launch of this team is a true call to action to galvanize our community, fans, players around the world to collectively seek to raise the expectations of this game on and off the field.”
Makes sense as a mission statement. But just try getting all that into the tiny logo that will go on the jerseys, the next logical step in the club’s branding.
Since Angel City’s investors, the largest female-led ownership group in North American professional sports, announced they were forming an NWSL expansion franchise 11 months ago, they have methodically gone about building their team, hiring a sporting director, a vice president of player development and a scouting director. The team has signed sponsors for both sides of its jersey and the sleeve, and will play at Banc of California Stadium.
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