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New York City FC brand guidelines

New York City FC presents its refreshed visual identity on its main club website through storytelling, video comparisons, typography showcases, and photo galleries.

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New York City FC guidelines: Brand
Brand Captured 15 Sep 2026

Brand identity refresh page showcasing the Five Borough Bond narrative, logo badge evolution, typography, and color swatches.

New York City FC guidelines: New York City FC's Updated Logo System
New York City FC's Updated Logo System Captured 15 Sep 2026

Video player screen featuring an in-depth five-minute video detailing the club's updated logo system and crest evolution.

New York City FC guidelines: Photo Galleries
Photo Galleries Captured 15 Sep 2026

Club photo gallery archive displaying matchday, academy, and training imagery filterable by category.

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Freedam's take

I love when a sports team treats its visual identity as a genuine civic project. New York City FC embeds its brand overview straight into the club website, framing the refresh around the Five Borough Bond. The layout uses side-by-side video players to show badge evolution, then breaks down typography into Local and Express styles that nod to the subway. You also get named color swatches grounded in city photography. It is more of an public storytelling piece than a production toolbox, but the narrative execution is remarkably cohesive.

At a glance

Sections
LOGOS · NOMENCLATURE · COLORS · THE MOSAIC · TYPE · ICONOGRAPHY
Tone
A proud, civic-minded presentation celebrating city culture and club heritage.

What I noticed

  1. The brand overview page organizes identity elements into cards for Logos, Nomenclature, Colors, The Mosaic, Type, and Iconography.1234567
  2. Side-by-side video players illustrate the evolution from the old club badge to the new crest.8
  3. Custom club typography is divided into Local and Express styles.9
  4. Color palette swatches are displayed directly alongside real-world city imagery.10
  5. The website provides an extensive photo gallery organized by match, training, and academy events.111213

Numbers refer to the screenshots above.

What I could not see

  • No downloadable asset files, logo packages, or vector graphics were visible on the captured pages.
  • No typography download links, webfont packages, or licensing terms could be inspected.
  • Brand template files and usage specifications were not displayed in the captured screens.

Ideas to borrow

  1. Pairing typographic styles and color palettes directly with local municipal references and urban photography anchors an identity refresh in its home community.109

Reviewed on 25 September 2026. Request a correction · I built this

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