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USL San Diego Brand Begins to Take Shape

By Staff, 07/26/19, 10:22AM EDT


Following initial listening sessions, expansion club seeking input on club’s identity, colors, crest

SAN DIEGO, Calif. – USL San Diego announced on Thursday evening the official launch of its community outreach program which will engage San Diegans in the process of building an identity for the team, including its values, the team’s name, the kit colors, the team crest and the unique qualities that will represent what the team stands for.

The USL Championship expansion club has been active already in the San Diego community, hosting four listening sessions with soccer fans, the youth soccer coaches and leaders and general San Diego sports enthusiasts to explore why they love San Diego, what makes them proud to call San Diego home and what they want to see in their professional sports teams. Now the club is looking forward to taking the next step in the creation of the club’s identity.

“It has been a great learning experience already and I am thrilled see how the local soccer community and San Diego sports fans are engaging in our efforts and showing great excitement for the team,” said USL San Diego Founder Warren Smith. “That said, we want to hear more and from more. We are encouraging all San Diegans to become part of the process. Call us, email us, text us, reply to our Instagram page, comment on our Facebook page and do all you can to participate in this process.

“This is the most important element of our planning and we appreciate the opportunity to obtain authentic, local feedback on everything from the club’s name and crest to the start date and core values. We want this club to be an honest and truly genuine reflection of San Diego.”

Officially launched on June 20, USL San Diego will play its home games at the University of San Diego’s Torero Stadium, with the club having appointed former United States Men’s National Team legend Landon Donovan as its Executive Vice President of Soccer Operations.

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