Seattle Sounders Confirm Brand Evolution for 50th Anniversary

Officials with Major League Soccer side Seattle Sounders FC confirmed last week that a “brand evolution” is on its way as part of preparations for their 50th anniversary in 2024.

In February 2022, the Sounders first announced they would “explore the club’s identity” as part of March to the 50th, the lead-up to their 50th anniversary celebrations in 2024. Last week, the club gave an update at its annual business meeting and confirmed the brand evolution, which will include a new crest and associated marks.

Owner Adrian Hanauer said the goal is to “evolve our brand in a way that honors our proud history while also setting a strong foundation for the future.”

“We said this back in February when introducing this project, and we say it again now: ‘our club is what our fans say it is,'” Hanauer said. “Listening was always the most important part of this process, and over the past eight months, we have actively heard from our fans and community about who the Sounders are, what the Sounders stand for, and why this franchise stands apart. We have been humbled by the feedback and interest that we’ve received and are excited to continue these discussions.”

Graphic courtesy SoundersFC.com

The club shared a summary of the identity exploration process so far at the meeting, highlighting the input from supporters and the community.

“We heard loud and clear from our community that the Sounders are not a club that needs reinvention. We heard that our history and heritage dating back to 1974 set us apart. And we heard a willingness and appetite to embrace our history and heritage fully as we plan for the next 50 years,” said chief revenue and marketing officer Taylor Graham. “We plan to fulfill this promise to our fans, and tonight we confirm that the Sounders brand identity will evolve heading into 2024 to more deeply connect with our past as we prepare for our future.”

Seattle Sounders FC’s 2022-23 home kit. (Courtesy SoundersFC.com)

“Seattle Sounders FC is a club with a long, rich history that deserves to be celebrated. And, as most people know, the March to the 50th anniversary of the club has begun,” added Cameron Collins, president of the Sounders FC Alliance Council, which acts as a liaison between supporters and ownership. “We at the Alliance Council were invited to take part in this, most notably as part of the brand identity process that will shape what the Sounders become for the next 50 years.

“Throughout this process, the club has gone above and beyond in doing the research, as well as including the public and the Alliance Council in helping decide the direction moving forward. The club has been open and honest throughout, involving us in discussions, listening to our feedback, and applying our perspectives in meaningful ways.

“My biggest takeaway from all of this is that we have a club devoted to creating the best possible brand identity and fan engagement in the world, and we couldn’t be more excited for what is to come.”

The Seattle Sounders first played in the North American Soccer League from 1974 to 1983, and then in the USL First Division from 1994 to 2008. They joined MLS in 2009, and won MLS Cups in 2016 and 2019.

The club’s presentation from the annual business meeting is available to view here. More information about the brand evolution will be posted at SoundersFC.com as it becomes available.

Background feature graphic courtesy SoundersFC.com