Not too long ago the US Soccer Fed and Nike announced and launched a brand new identity for the USMNT. Found here. That’s a big deal in my neck of the woods. Today, it’s time to revisit that discussion. It’s something I definitely have opinions about and I figured what better way to contribute to the conversation? I know there's a need for change and I'm definitively not one resistant to change, evolution nor progressive thinking. Perhaps it's that I believe things do not need to stray so far. I believe that one must honor and create a heritage, history and a place of where we came from. You have to know where you came from to know where you are going. That being said, here's some design ideas from my humble point of view:
The Shield. The shield’s shape was updated based on the original, yet stereotypical American shield/badge that houses the crest, which felt a bit outdated. While I do like the proportions of the newly designed US Soccer crest, I tried to stay true to the update of the old crest. That was the whole point of this exercise in my mind.
Stars? We don’t need no stinkin' stars. Actually, we do. I mean c’mon, we’re the stars and stripes after all. I think that they should be included. So I’ve modernized and minimized them, as they should fall secondary to the US and the soccer. I know what you are going to say about stars earned from World Cup titles, but America's never been one for convention. Remember the Metric System?
The Colors: I’ve updated the color palette to represent “Old Glory’s” greatness. We have national colors, we should utilize them proudly. These are currently RGB based on the appropriate PMS colors. That being said, many people had issues with the original crest’s color palette not being accurate and the stripes being in blue. I completely agreed with that. So I simply reversed them. I think it gives it a more solid foundation and puts the colors in just the right places.
The Font: Proxima Nova ExtraBold Italic. Don’t get me wrong, I like the new US Soccer font. It’s pretty outstanding overall and I love that they hired a top notch typeface designer to create it. Keeping in modern fashion though and within the belief that US Soccer Fed should have updated the mark, rather than create from scratch, I used Proxima Nova. This is a much more modern, yet timeless face that has better proportions than it’s predecessor and will hopefully hold up to age with more grace. It’s not so heavy and the italics give it motion. Simple.
The Ball: The ball needed some love. So I updated it and gave it some depth. Who are we kidding? The old ball was the most dated part of the design. The “air streaks” screamed 90s design nostalgia. and the ball falls in the same vein. The new ball icon was created by Arthur Slain for the Noun Project. I rotated it slightly and bulked up the outer stroke to try and help it feel more cohesive. The hexagon and pentagon panel style ball is the most instantly recognizable style of soccer ball in the states, so I kept it. Plus with the rate of ball innovation, I figured best to keep it simple and inline with American soccer’s heritage.