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Zeus Jones MN United Branding

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Pro soccer boasts a four-decade history in Minnesota but faced an identity crisis. With a new name and a new spirit, Minnesota United FC set out to give local fans a team to call their own.

Soccer is a global game and has the power to bring people together more than any other sport. With the population of the Twin Cities as diverse as ever, it was time for the team to present itself as deeply Minnesotan – but soccer to the core.

Was it possible, after so many years of change, to design a crest that felt like a fixture despite its newness? Looking across the league, the crests felt trendy, very literal in their interpretation, and quite loud with color. But if you looked to the rest of the world for inspiration, you’d see that many top clubs had a timeless, understated presentation.

This approach would help us to land on a kit that, no matter where you were from, could stand with the greats of the world.

Published in: Design

Zeus Jones MN United Branding

  1. 1. MN United FC
 Logo and Uniforms 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
  2. 2. Minnesota United Pro soccer boasts a four-decade history in Minnesota but faced an identity crisis. With a new name and a new spirit, Minnesota United FC set out to give local fans a team to call their own. Soccer is a global game and has the power to bring people together more than any other sport. With the population of the Twin Cities as diverse as ever, it was time for the team to present itself as deeply Minnesotan – but soccer to the core. Was it possible, after so many years of change, to design a crest that felt like a fixture despite its newness? Looking across the league, the crests felt trendy, very literal in their interpretation, and quite loud with color. But if you looked to the rest of the world for inspiration, you’d see that many top clubs had a timeless, understated presentation. This approach would help us to land on a kit that, no matter where you were from, could stand with the greats of the world.
  3. 3. Our Inspiration
  4. 4. Inspiration •Classic, understated soccer •Things that feel true to Minnesota •Flat, simple graphics •Quiet confidence
  5. 5. Cliches we’d like to avoid The Crest: •Overly aggressive cartoon animals •Soccer balls from the 80s •Gradients, bevels, embossing and 3D rendering •Anything that feels like American football •Anything that feels like it is trying too hard The Kits: •Unnecessary piping on sides and sleeves •Random swooshy shapes on side panels •Anything that feels complicated and fussy •Stripes everywhere
  6. 6. Initial Design Exploration
  7. 7. Final Design Executions
  8. 8. 11 feathers represent each player on the pitch Blue for the Mississippi River L'Etoile du Nord Gray for the Iron Range The state bird of Minnesota Font by ProcessType Foundry in St. Paul, MN
  9. 9. More information Our MN United case study: http://www.zeusjones.com/case_studies/MN_United_FC Our blog post from the 2013 launch: http://www.zeusjones.com/blog/2013/giving-our-home- states-soccer-team-a-new-identity/

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