The colors feature dark blue and a unique red hue inspired by the city of St. LouisST. LOUIS CITY SC
St. Louis' MLS expansion club will be called St. Louis City SC, a name that was "selected among the more than 6,000 suggestions offered by fans," according to Nathan Rubbelke of the ST. LOUIS BUSINESS JOURNAL. Team CEO Carolyn Kindle Betz said, "There were four words that seemed to kind of float to the top as the most popular and 'city' was by far the most popular." She said that "about 400 of the 6,000 fans' suggestions included the term 'city,' adding that other popular submissions included the words 'United,' 'Gateway,' and 'Stars,' a nod to the city's franchise" in the NASL from the '70s. St. Louis City SC's colors feature "dark blue and a unique red hue inspired by the city of St. Louis, with the team's crest featuring the St. Louis Arch and a nod to the city's confluence of rivers." Chief Brand Architect Lee Broughton "described the St. Louis City SC brand as a forward-looking choice that highlights the aspirations of the region by celebrating its diversity and unique neighborhoods, while also paying homage to a city steeped in soccer history." Kindle Betz said that the club planned to have a "fleet of vehicles traveling through the region Thursday afternoon making 'swag stops' to hand out merchandise." The club also began selling merchandise on its new team website, and Rubbelke notes it "plans to expand its fan engagement efforts in the coming weeks" (BIZJOURNALS.com, 8/13).
PANDEMIC DELAYS: In St. Louis, Ben Frederickson notes the club's name and branding "would have been announced sooner if the COVID-19 pandemic did not scramble the schedule of the MLS4TheLou ownership group and the league itself, a shakeup that included the delay of the St. Louis team's launch in its in-progress downtown stadium from 2022 to 2023." More than 20 local designers "helped created the crest using information found in focus groups and discussions with community members that reflected a sense of pride in the St. Louis City flag and the Arch" (ST. LOUIS POST-DISPATCH, 8/14).
WHAT'S IN A NAME? THE POST-DISPATCH's Frederickson notes the letters "SC" in the club's name stand for "both soccer club and the city’s role as a soccer capital." The crest includes an "abstract nod to the Gateway Arch." Kindle Betz: "An identity that stands for more than just soccer, but for our entire region. There is a resurgence happening right now in St. Louis. And this club will be at the heart of it, celebrating St. Louis' past, but more importantly, always looking forward. Our club's goal is to unite the entire region." Frederickson writes one reason St. Louis' ownership group chose the word "city" was "because it was the name the group heard most often from fans." But another reason was "because the group ... wants to 'expand the definition' of the word." Harris-Stowe State Univ. President Corey Bradford: "It will help bring the community together, and be a driving force in uniting and celebrating the diverse cultures that make up St. Louis" (ST. LOUIS POST-DISPATCH, 8/14).
HOLD YOUR RUN: In K.C., Pete Grathoff writes St. Louis City SC's crest and name "accidentally was released ahead of the team’s official unveiling on Thursday." Grathoff: "Intrepid Twitter user Jonathan Slape went to the St. Louis MLS team’s YouTube page, which showed the name and logo. A short while later this image was removed." The official announcement "came a short while later" (K.C. STAR, 8/14).
