Atlanta United FC brand guidelines

Freedam's take

I like finding internal editorial handbooks tucked directly into a team website. Atlanta United hosts this style guide right within their main club navigation, leading with a clear foreword that aligns their writing standards with the AP Stylebook. The layout structures seven dedicated chapters covering club terminology, league standards, platform considerations, and video practices. Rather than keeping these rules hidden behind an internal portal, putting writing guidelines out in the open gives writers, partners, and media teams immediate clarity on the club voice.

At a glance

Sections

Style Guide · 1. The Club · 2. MLS & International Football · 3. General Terminology · 4. Platform Considerations · 5. Editorial Considerations · 6. Video Considerations · 7. Soccer Terminology

Tone

A practical, editorial-focused handbook setting clear writing standards and club vocabulary.

What I noticed

1. A sub-navigation bar lists seven numbered sections covering topics such as The Club, MLS & International Football, Platform Considerations, and Soccer Terminology.¹
2. The guide includes a foreword that explicitly references the AP Stylebook as its preferred standard for English grammar.²
3. A 2023 credits block attributes the style guide to the club brand, digital media, and communications staff.³
4. The landing page is designed to function primarily as an editorial and media handbook rather than a visual design asset repository.

Numbers refer to the screenshots above.

Ideas to borrow

1. Publishing editorial and terminology rules alongside video and platform guidance directly within public web pages helps align external press and internal staff.¹²