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LouCity ushers in next chapter with rebrand, new logo

By LouCity Communications, 11/17/20, 10:00AM EST


Designed by Matthew Wolff, the look works in harmony with Racing Louisville FC.

Months after opening Lynn Family Stadium, and with its multimillion-dollar training facility under construction, Louisville City FC ushered in the franchise’s next chapter Tuesday when revealing its new crest.

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 club president Brad Estes. “This rebrand isn’t about changing our identity. It’s about the growth and evolution of our organization.”

LouCity, which never failed to reach the USL Championship’s Eastern Conference Final in each of its first six seasons, has won two league titles, hence the pair of stars 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 beginning play in 2021. Both teams will share Lynn Family Stadium as a home venue as well as the training facility opening next spring about two miles east at the aptly named Champions Park.

Matthew 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.”

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

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.”

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