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Louisville City FC Unveils New Brand for Club’s New Era

By Staff, 11/17/20, 10:00AM EST


Matthew Wolff Design features new shield-shaped logo and trio of fleur-de-lis marks

LOUISVILLE, Ky. – Louisville City FC ushered in the franchise’s next chapter Tuesday as the club revealed a rebranded crest. Designed by the renowned Matthew Wolff Design firm, the team behind branding for organizations such as Los Angeles FC and New York City FC, commissioned a shield-shaped logo filled primarily by LouCity Purple and a trio of fleur-de-lis marks.

“We love everything about the LouCity story going back to Day 1,” said LouCity president Brad Estes. “This rebrand isn’t about changing our identity. It’s about the growth and evolution of our organization.”

LouCity’s history is represented in the new crest with a pair of stars for the club’s two USL Championship titles remaining above the new crest.

The club is also now part of a larger Soccer Holdings, LLC, family that includes the National Women’s Soccer League’s Racing Louisville FC, which will begin in 2021. Both teams will share Lynn Family Stadium, opened this past July, as a home venue as well as the training facility opening next spring about two miles east at the aptly named Champions Park.

Wolff designed Racing’s lavender and violet look, too. It likewise includes the fleur-de-lis, a stylized lily flower synonymous with Louisville. The LouCity and Racing brands will set beside one another in a number of settings, making it crucial that they act in accord.

“We will always pay homage to our original crest used for LouCity’s first six seasons,” said Mitch Ried, Vice President of Sales and Marketing. “We also felt as our organization has grown from not only a USL club but also into a beautiful new stadium, youth academy and an NWSL franchise that we needed to accordingly update our brand.

“The goal for us was to create something simple, bold and timeless that works in harmony with Racing Louisville FC.”

LouCity’s technical staff and players were shown the new branding before its release, with head coach John Hackworth saying it went over quite well in the locker room.

“When the new logo was presented to our team, I think it’s fair to say that we were all impressed with it,” Hackworth said. “The amount of thought and detail that went into it was extraordinary. We are excited to wear it and represent our club with a tremendous amount of pride.”

New-look LouCity merchandise is available at and at the Team Store open from 10 a.m.-6 p.m. Monday through Saturday at Lynn Family Stadium, 350 Adams Street, Season tickets are also on sale for the 2021 season at

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