• Transform magazine
  • June 26, 2022

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JKR rebrands MLS’s New England Revolution

TT 9 November MLS New England Revolution2

Global brand design agency, Jones Knowles Ritchie (JKR) worked with the New England Revolution Football Club, the Major League Soccer (MLS), to develop a new brand positioning and identity that would bring the team pride.

The team is holding onto its original name, forgoing the ‘F.C’ or ‘S.C’ suffix common to European Football clubs and adopted by many North American teams in recent years. This is to distinguish the identity from others in the MLS and embrace its heritage and fandom.

“The consensus rang loud and clear – our fans deeply connected to the New England Revolution name and did not want to see that changed. We took that sentiment to heart and every decision that followed throughout the design process was rooted in that feedback, as we sought out elements and inspiration invoking the spirit of revolution, positive defiance, and New England’s rich history,” says Cathal Conlon, Revolution VP of marketing and community engagement.

JKR designed a new crest and seal grounded in symbols of the American Revolution, using a custom typography reflective of the era, and a new rally cry, ‘Bring the Fight,’ to be used in stadiums and billboards alike.

The bespoke iconography, like the pine tree, the fort, the six stars of the New England and the liberty trail aim to remind people of the region’s rich heritage. Similarly the photography, inspired by revolutionary era portraiture, capturing intimate moments of grit and hard work, pays homage to the region’s history.