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.