In 2011, we were approached by (at-the-time) the Kansas City Wizards with an exciting rebranding opportunity. The organization was undergoing ownership changes and a much needed re-envisioning of the future for the ailing team.
Collaborating with both the team and Adidas, we created a new logo and identity system that would serve as a platform to move them to the forefront of the league.
The shape of the Sporting crest is a subtle nod to their previous mark and within, also incorporates 11 stripes — including negative space – representing the players on the field. The right edge of the stripes creates a divider that mimics the state border of both Kansas and Missouri.
With the rebranding and opening of the team’s new stadium, Sporting Park, it has transformed the program into one of the most beloved and successful teams in the league. Since the launch, game attendance has significantly increased and merchandise is the second most popular brand in the league.
The logotype features such unique and ownable characteristics, we expanded it to create a typeface exclusively for the organization. It has been used on everything from team merchandise, stadium wayfinding systems to even television broadcasting graphics.