Colorado Rapids’ New Fan Engagement Program Includes Close Look At Brand Identity

The Colorado Rapids have made an early New Year’s resolution to slow down and listen to their supporters more, which could include feedback on their brand identity.

Having just wrapped up their 30th season in Major League Soccer, the Rapids announced on Monday, December 22, the launch of their “One Club, One Legacy” program. It’s a series of surveys, focus groups and town hall forums designed to solicit feedback directly from Rapids supporters — and some of that feedback could center on the team’s identity.

“Recent conversations and research have indicated that we continue to look at the club’s brand identity, including the name, crest and colors,” said Rapids chief business officer Haley Durmer on the team’s website.  “These elements matter deeply to fans, and it’s important that they play a role in helping define their club’s future.” 

We feel the time is right to have this conversation, to ask these questions, and to be transparent about the process. Our visual identity deserves a thoughtful discourse and evolution, shaped by the voices of those who love it. These are symbols that have represented the club for two decades, and they shouldn’t be changed unless Rapids fans say so.
— Colorado Rapids One Club, One Legacy home page

The Rapids were one of the founding clubs to participate in the inaugural MLS season in 1996. Their primary logo from 1996 to 2006 featured the word “RAPIDS” with a rushing river in front of it and mountains behind. To conicide with their move to Dick’s Sporting Goods Park in 2007, the club switched to a more traditional shield crest, still featuring a mountain, and adopted a colour palette of burgundy and light blue.

Through One Club, One Legacy, the Rapids are “making a renewed commitment to continuous dialogue and engagement with Rapids fans, supporters, and the broader Colorado soccer community,” according to their website.

“One Club, One Legacy started as a simple idea to slow down, really listen, and learn from our fans and the wider soccer community,” Durmer said. “As we celebrate 30 years of Rapids soccer and look ahead to a landmark moment for the sport in the United States — with the World Cup on the horizon and major changes coming to MLS in 2027 — we want our fans right there with us shaping what comes next. Our purpose is to build an energizing, inspiring, and winning legacy with our fans. This is their club, and we’re excited to build its next chapter together in lockstep with the Rapids community.” 

Courtesy Colorado Rapids

Along with the brand identity, the Rapids will explore both short- and long-term solutions in areas such as:

Matchday experience
Concessions  
Retail  
Video boards and technology 
In-match entertainment 
The South Bank and supporter group experience s
Premium spaces  
Parking and exiting the stadium  
Community and grassroots efforts  
Access to soccer and youth programming

Rapids fans can get more information on the One Club, One Legacy program by visiting rapids96.com/OCOL.

The Rapids open their 2026 MLS regular season on Sunday, February 22, when they visit the Seattle Sounders. Their home opener comes six days later when they take on the Portland Timbers.

The Rapids will also return to Empower Field at Mile High — home of the NFL’s Denver Broncos and the Rapids’ home from 1996 to 2006 — on Saturday, April 18, 2026, to face defending MLS Cup champs Inter Miami and mark the 30th anniversary of their inaugural home match.