Lion's Share: Incoming MLS Club Orlando City SC Reveals New Logo

Incoming MLS expansion club Orlando City SC yesterday "revealed a new team logo during a private party for club employees in its new offices," according to Paul Tenorio of the ORLANDO SENTINEL. The purple and gold crest features the "face of a lion inside a golden sun with 'Orlando City' inscribed underneath in a sharp, modern white font." It was "selected during an open competition that included several local design firms." The sun, chosen to "represent the Sunshine State, has 21 flares to represent Orlando City's place as the 21st franchise in MLS." The lion also has a "subtle crown above its eyes to represent the club's championship history." As part of its agreement to "move up to MLS, Orlando City agreed to create a new logo." The goal was to find a "simplified, cleaner design that also felt classic and could be used across a number of areas outside the soccer field." Club officials met with 10 local agencies and "saw more than 30 logo concepts." The new logo "received a positive reaction" from team employees yesterday, and also from "several fans the club met with last week." Meanwhile, the Orlando City Council has "granted permission for the soccer club to paint temporary murals on the sides of seven privately owned buildings around Orlando." The murals, which will "kick-start the team's rebranding effort, are meant to highlight the unique character of Orlando." They will "feature the team's new logo, though not prominently." The murals, each "painted by a different local artist, will remain in place for a month" (ORLANDO SENTINEL, 5/13).