The USL is rolling out a new brand identity for its overarching organization, as well as its three leagues ahead of the ’19 season. The USL will refocus itself under one central brand, while modelling its leagues under the same naming structure used internationally. The organization itself will continue to be known as USL, introducing a new wordmark. The top division, currently the second tier of pro soccer in the U.S., will be known as the USL Championship. That division, which will swell to more than 35 markets next season, will use a gold design to represent the pinnacle of the organization. USL’s third division will be known as USL League One when it launches in 10 cities next season. The PDL, which is an elite pre-professional league for U-23 and collegiate players, will be rebranded as USL League Two.
TIME HAD COME: USL President Jake Edwards said the league has felt it has grown its brand equity since its launch eight years ago, and this rebrand now can “help drive home our vision.” Edwards: "We spent a lot of time putting a foundation in place, and when we think about the value of our property now from a media point of view and a franchise value point of view, we believe the new brand reflects the future growth of the league." It also allows the USL to better align USL League One ahead of its launch next spring. The rebrand was done by N.Y.-based creative agency Athletics, who also oversaw MLS’ rebrand in ’14. USL will roll the new brand out over the next few months, with a full marketing campaign slated for late fall following the conclusion of the current season. The USL will also launch a revamped league website ahead of its season kickoff in March.
