THE LONG, BEAUTIFUL BUILD

Tuesday, Aug. 5, 2025

Update #13 — Tell Us Which Names You Love The Most

Starting last April, we ran brand surveys, in-person events, focus groups & our own internal discovery as part of our teams' branding process. We received 1,500+ responses & combed through 700+ names. You'll see (below) some of the themes that emerged & where we're getting inspiration to build two team identities you'll be proud of.

We're heading into the next phase & will continue to seek your feedback on what Cleveland soccer looks like to you. (We'll do the same when it comes to gameday & stadium experience, but we're not there yet.)

Take a quick minute to think about these names, collected & refined from hundreds of fan responses over the past several months.

TAKE THE TEAM NAME SURVEY:

Friday, Aug. 1, 2025

Update #12 — Brand Artifacts: The Pieces That Tell the Story

Before the logos drop, we’re already dreaming about the details. The crest may anchor the brand, but it’s the artifacts that bring it to life. Think kits, scarves, supporter flags, goal banners, typefaces, seat backs, sponsor integration, stadium signage, ticket stubs, matchday posters & more.

In soccer, more than any other sport, visuals tell a bigger story. And we’re doing this twice. Two teams. Two identities. Twice the storytelling power.

Each artifact should feel distinct, but also feel utterly Cleveland. Our long-term goal is to make sure these design elements become part of the visual fabric of our city — as familiar as a Terminal Tower silhouette or the Guardians of Traffic.

Great brand artifacts tell emotional stories, spark conversation and, when done so right & so well, sell like hot cakes.

Here are a few examples we've been inspired by:

• Portland Hearts of Pine (USL1) – Obviously. Praised as “the buzziest” new US soccer brand, Portland has sold more merch than every other USL 1 team combined in its launch season. Why? They lead with their heart. Their inaugural home kit is forest green with navy hoops that mimic Maine’s woods & ocean, with red accents tied to the Dirigo Heart in the crest. The heart-warming brand is reflected across its capsule collection & the fiery energy in the stands. Read more about Portland.
  
  

• FC Como (Serie A, Italy) – A masterclass in brand elegance, Como's brand takes high-fashion seriously. So serious, Vogue started talking about it. Merch includes minimalist kits & fashion-inspired fanwear, like Rhude-collab novelty jerseys & pique polos with signature stripes. Read more about Como.

• Angel City FC (NWSL) – From custom ticket design to bold merch drops & startup-like brand packaging, every touchpoint is purposeful. Case in point: the Immigrant City FC shirt that said something & stood for it. Read more about Angel City.

• Wrexham AFC (EFL League One) – Ryan Reynolds & Rob McElhenney aside, Wrexham is one of the best-known lower-division teams that took brand serious from the get-go – and it reverberated back in time. McElhenney, like thousands of other fans, went on a vintage Wrexham kit spree & ended up investing in a company that specializes in them. Read more about Wrexham.
  

• FC St. Pauli (Bundesliga) – Celebrated for its unconventional air off pitch & on, St. Pauli goes deep on that identity from digital to IRL. Their skull-and-crossbones scarf became more than merch — it’s a global symbol of defiance, solidarity & culture. And they even created a custom font to weave the vibe into every. single. word. Read more about St. Pauli.

• San Diego Wave (NWSL) – The sunset kit is quintessential San Diego, but the brand also makes special collections to pay camouflage-green homage to the area's military bases. Their bold visual palette and wave-based type design carry through from stadium banners to social media templates, and capture the balanced energetic cool of the region. Read more about the Wave.
  

• Pittsburgh Riveters (W League) – This club drew praise for its badge design, earning the 2025 W League Best New Crest award with 52% of fan votes. Leaning into the city's history, the Riveters put Rosie at the center of their identity & merch, selling a coveted scarf that's equal parts Pittsburgh black & yellow and women's sports get next. See more about Riveters.
  
  

• Seattle Sounders’ Drumline (MLS) – A ritual artifact that turns a chant into a defining sonic & visual moment. Seattle's boom-boom-clap started with a beat & grew into a tradition that delivers energy you can only get in a soccer match. And chills, pure chills. Listen to the Sounders boom boom clap.
  

• AS Roma’s Wolf Head Medallion (Serie A) – Worn by captains pre-match, this artifact connects team mythology to performance. The Lupetto was introduced by AS Roma in 1978, and it opened a generational rift between younger fans who loved the modern change and older fans who did not. The development & evolution of the wolf icon cuts to the heart of what a badge means to a club, and how that grows over time. Read more about AS Roma.
  

• Cleveland Charge (G League) –  Rebranded in 2025 with a bold new look that connects more directly to the Cavaliers, the Charge revealed a Cavalier-on-horseback logo, a shield motif & a refreshed wine-and-gold color palette. Now playing at Public Auditorium, the brand nods to the venue’s historic architecture & downtown energy. The “Charge On” merch line launched alongside the rebrand with new jerseys, quarter-zips, tees & hats that reflect both civic pride & big-league ambition. Read more about the Charge.

  What matchday or everyday artifact should we make iconic?

Friday, July 18, 2025

Update #11 — What’s a Design System — and Why Does It Matter?

A crest isn’t the brand. But it is part of the foundation. It's a visual symbol packed with meaning & intent. The crest (or logo) is the recognizable face of something much deeper: your favorite soccer club.

But to move from good to great, a sports brand needs a design system — a flexible, intentional framework that includes:

• Logos (primary, secondary, wordmarks, event marks)
• Typefaces
• Color systems
• Photography & illustration styles
• Kit patterns
• Visual tone & consistency across digital & IRL experiences

That system is what allows your brand to translate seamlessly from jerseys to jumbotrons to mobile apps, from scarves to stadium murals, from TikTok to TV.

In today’s omni-channel world, fans will encounter our brand on social ads, in Instagram stories, on digital billboards, on a friend's shirt, in the concourse tunnel of a stadium — all in a single day.

Without a smart design system, the experience breaks. With it, the experience deepens, builds recognition, trust & expectations.

Three reasons it matters:

1. Clarity across platforms – Fans know the look, instantly. Without even thinking, fans will know where they are, that they're in good company and can trust the info & experience.

2. Creative freedom within structure – We want to build a cohesive brand that can evolve. Just like gameday experiences & the tech we use, we'll consistently ask for feedback & understand how to get better. That includes how we present our brand experience, package & deliver it.

3. Scalability – The system grows with the team, from signage to streaming. Quite simply: it takes out the guesswork so we can spend time on great ideas, not how many pixels between objects or which color to use.

Brands outside of sports — like Airbnb, Netflix & Spotify — are known for best-in-class design systems that guide every touchpoint. In soccer, teams like KC Current, LAFC & Inter Miami use systems to shape not just how they look, but how they feel, everywhere. When you encounter a teal or pink experience in soccer, you can immediately recognize you're dealing with KC or Miami.

What Cleveland brand do you think nails visual consistency?

Friday, June 27, 2025

Update #10 — Cleveland Speaks: Part 2, Women's Team

Back in April, shortly after we announced our WPSL Pro team, we asked Cleveland fans for your input. We launched two comprehensive surveys (one for women's team, one for men's team), promoted online, via email, website & social media — and received 1,500+ responses! We have also hosted in-person events, Zoom focus groups & even collected fan drawings.

We'll continue to provide opportunities for our fans to be part of this process & weigh in on the brands as they come to life.

HERE'S WHAT YOU TOLD US:

Identity & Spirit
Fans described our city as resilient, gritty, proud & community-driven. The themes of rebirth, underdog toughness & being loyal AF came through strong. Fans want a team that represents not just that tough-as-nails rep we have, but the brilliance, stamina & spark of our people, our landscape & region.

We're not going to give away the names here that we are pursuing. More on that soon. But we will share takeaways & some of our favorite responses that we loved so much, even if we couldn't use them for this, right now. 

Top Women's Team Names (Excluding Names in Consideration)
These names were mentioned more than a couple of times. Some of them are grouped for theme or similarity. Curious what you think! Many of these hit hard & were hard to let go. What's your favorite?

• Cleveland Hydra
• Coven Cleveland, Cleveland Covenant
• North Coast FC, North Coast United
  
• Cleveland Emeralds, Emerald City Cleveland
• Cleveland Erosion
• Cleveland Momentum
• Cleveland Eternal, Cleveland Forever, Cleveland Legacy, Cleveland Legends
• Lake Effect FC, Cleveland Lake Effect
• Metropolis SC
• Burning River FC
• Cleveland Rocks SC
• Cleveland Innovation SC
• The Land SC
• The Cleveland Forest FC
• Cleveland Hearts SC
• Cleveland Coyotes
• Cleveland Wolfpack
• Cleveland City Riveters
• The Cleveland Spiders
• Cleveland Phoenix SC
• Wildflower FC, Trillium FC, Cleveland Carnations
• Cleveland Cardinals SC
• Firefly FC, Cleveland Midges
• Cleveland Cadence
• Cleveland Monarchs

Top Color Themes
None excluded here. Color palettes fell pretty sharply into these buckets. 

• Green & Blue (34.5%): Forests, tree canopy, Lake Erie, natural pride
• Bold & Unique (24.1%): Hot pinks, plums, neon accents, teal, sunsets
• Grit & Industrial (17.2%): Steel, navy, rust orange
• Bright & Energetic (13.8%): Coral, orange, robin's egg blue
• Classic & Iconic (10.3%): Navy, red, white

What to Avoid
Totally on the same page with these.

• Overly feminine or stereotypical branding (e.g., “Lady” names)
• Rock and Roll clichés (guitars, music notes, etc.)
• Copying other Cleveland teams or overly corporate names
• Using other teams' colors
• Anything that feels cliché, bland or disconnected from Cleveland

Final Takeaway: Fans want a team that reflects grit & grace, history & hope, and a future-forward identity that is distinctly Cleveland — and distinctly ours. We embrace our roots & our past, but we want this team & its brand to be built for the future and everything we're ready to grow into.

Which name speaks to you most?

Friday, June 20, 2025

Update #10 — Cleveland Speaks: Part 1, Men's Team

Back in April, we asked Cleveland fans for your input on our team identity. We ran a 1,500-response brand survey for our men’s team, promoted online and supported by in-person events and focus groups. The results were deeply Cleveland.

We'll continue to provide opportunities for our fans to be part of this process & weigh in on the brands as they come to life.

HERE'S WHAT YOU TOLD US:

Identity & Spirit
Cleveland is seen as gritty, proud, resilient, loyal. Fans called out our natural beauty, blue-collar roots, our collective strength & our relentless spirit. This team should reflect the hardworking, passionate & welcoming nature of Northeast Ohio.

Top Men's Team Names (Excluding Names in Consideration)
These names were mentioned more than a couple of times. Some of them are grouped for theme or similarity. What's your favorite?

• Metropolis SC, Cleveland Kryptonite, Cleveland Kryptonians
• Cleveland Grays
• Cleveland City Commodores, Armada Cleveland
• Cleveland Coyotes
• Western Reserve Rovers, Cleveland Rovers
• The Land FC
• North Coast SC, Cleveland North Coast, Cleveland Coasters
• Cleveland Eternal
• Cleveland Clovers
• Cleveland Woolybears
• Cleveland Walleyes
• Cleveland Stomp
• Lake Effect FC, Cleveland Lake Effect
• Cleveland Underground
• Burning River SC
• Cleveland Forest
• Cleveland Keep
• Cleveland Lakers
• Club Cuyahoga SC
• Cleveland Robots SC
• Cleveland Hellbenders
• Cleveland City Hounds
• Steelhead Cleveland
• Erie Shores SC
• Cleveland Spiders
• Cleveland Union, Cleveland United, United Cleveland
• Cleveland Wave, Cleveland Surf
• Cleveland Pride FC
• Cleveland Argyle
• Cleveland Navigators, Cleveland Wayfaring, Cleveland Wayfarers
  
  

Top Color Themes

• Green & Blue (28.3%): Nature, Lake Erie, fresh identity.
• Bold & Modern (22.1%): Metallics, dark green, gold.
• Classic (17.9%): Red, white, blue.
• Industrial (15.6%): Grays, silvers, steel tones.
• Bright & Unique (11.1%): Teal, orange, electric blue.

Top Animal Associations

1. Dog (loyalty, toughness) — 27%
2. Wolf (pack, pride) — 15%
3. Raccoon (survivor spirit) — 12%
4. Walleye (local relevance) — 10%
5. Honey Badger (fearless) — 8%

Landmark Associations

• Terminal Tower
• Lake Erie
• Guardians of Traffic
• West Side Market
• Rock & Roll Hall of Fame

What to Avoid

• Overused rock themes
• Copying Browns or using orange/brown
• Corporate-sounding brand name
• Clichés or played-out names

Final Takeaway: The right brand will balance Cleveland’s edge with its heart. It’ll be grounded, clever, modern & unmistakably ours.

What name(s) ring most to you?

Friday, June 13, 2025

Update #8 — Building Emotional Architecture: Brand Themes

Before the name, before the badge — we build the emotional blueprint. Themes are how we figure out who we are & whom we’re for.

Themes allow us to shape the emotional architecture of a brand — so it’s not just a name, but a feeling. A sense of place. A reflection of the city and its fans.

Back in April, we conducted a larger survey, did in-person events & have, of course, collected feedback & emails from fans as far back as 2022. Based on those inputs, our soccer story & all we know and love about this place, here are a few themes we’re exploring:

OUR CITY
Cleveland isn’t contained by county lines and city limits. The Cleveland spirit stretches beyond the townships and neighborhoods of all Northeast Ohio. We may live in towns with other names, but collectively and on the world stage — Cleveland is our city.  

CLEVELAND TIL I DIE
Clevelanders will defend their city to the death. Loyalty isn’t just a word we casually toss around. It’s ingrained from day one. Question it, and we’ll have to take it outside. Cleveland is a bond, a belief, a bloodline. 

A CITY OF GREEN & BLUE
Don’t believe the hype; Cleveland isn’t all gray skies and lake effect snow. The city and its surrounding region are alive and vibrant. Our lakeshores brim with blue and gold, while our lush urban parks evoke emerald jewels.

Additional themes that emerged...

• The Comeback Capital: a city of reinvention & resurgence.
• Iron & Light: Strength & brilliance together.
• Unfinished Business: Fuel for the fire ahead.
• Bloodline: Generational identity & pride.
• Front Porch City: Where we gather, watch, support, unite.

These aren’t taglines. They’re the foundation for storytelling — the DNA that shapes design, voice, merch, colors & community rituals. And it's where we're doing our exploration for what we call these teams & make their identities come to life. 

What theme feels most Cleveland to you?

Friday, June 6, 2025

Update #7 — Brand Archetypes: Dual Personalities, Shared Soul

We’re not just building one team. We’re in the midst of the amazing opportunity to create TWO! That means we need two brands. Each one needs its distinct voice, energy & personality. But it still needs to feel like family.

The way I describe it is that they don't need to hold hands or be twinsies. But they should feel like they run in the same circles, are on the same page. They should also have the right amount of tension that they're not battling, but are spurring each other on to keep growing & getting better.

Step 1: Internal Discovery

We went deep. What’s our origin story? What are the rebirths, the battles, the drives that brought us here? Cleveland Soccer Group is one part startup, one part future legacy. Built for now and built to last. And the journey to get here, today, hasn't been easy. 

But grit isn’t the whole story. Too often, Cleveland’s narrative gets stuck in gray skies and gritty grind. We want to embrace that and then move onto the next version of ourselves & our city. So, we’re reframing that part — resilience here isn’t just brute force.

It’s fire, brilliance, passion, creativity, imagination, inventiveness, stamina & just being clever AF. (Yes, there's a lot of AF to Cleveland and this branding process. Brace yourself.)

Characteristics that came to mind for our women's team included defiant, commanding, unapologetic, joyful, uplifting, champion. On the men's side: adventurous, resilient, clever, rebellious, proud, winning, fearless.

Step 2: Archetype Alignment

We explored brand archetypes — universal personalities that help us shape brand voice and style. Think: The Rebel. The Guardian. The Sage. The Creator.

Each team gets its own identity — separate, but complementary. It’s a dance of contrasts & cohesion. Some fans may love one more than the other. That’s OK. They’ll both be pure Cleveland.

What should these teams feel like? What emotions should they spark?

Friday, May 30, 2025

Update #6 — What’s in a Name?

We’ve looked at over 700 names. No exaggeration. When it’s right, a name doesn’t just sound good — it feels inevitable.

We’re talking about names that:

• Root us in Cleveland’s past and future
• Spark instant connection
• Say something deeper than “Soccer Club” ever could

This process isn’t about picking a name from a spreadsheet or some exec’s gut. Sure, we’ve gotten some great ones from ChatGPT and even a few brilliant niece suggestions. But those are starting points & inspiration — not the destination.

The best names speak up. They say: “It’s me.”

Trends We’ve Tracked:

• Geography-based: North Coast FC, Cleveland City Bridges SC
• Revival names: Stars, Cobras, Spiders
• Animal-themed: Coyotes, River Otters, Honey Badgers
• Energy & emotion: Pulse, Rise, Rally, Union
• Nature + industrial hybrids: Iron Bloom, Steel + Sky, Wild River FC

Looking For Inspiration
Alongside talking to our fans (survey results coming in a few weeks), we've looked at the names & brands across sports that light us up and inspire. Here are a few favorites:

• Seattle Kraken (NHL): One of the best new-team names ever. When it was announced, it was instantly iconic. 
• Angel City FC (NWSL): In a city with two other teams using LA/Los Angeles, it was a cool way to differentiate & stand out.
• KC Current (NWSL): Local geography + emotional power. And Chawinga's river goal gave it new meaning.
• Dinamo Zagreb – Dynamic, indeed. The history of this name reflects the club's attempts to reconcile its past with its present, particularly in navigating the shift from Yugoslavia to an independent Croatia.

Names are more than just words. They’re identity, history & future, all in one.

What’s the best sports team name you’ve ever heard — and why?

Friday, May 23, 2025

Update #5 — From Discovery to Direction

We’re not ready to reveal the full brand decks just yet — but here’s where we are:

Every great brand process starts with discovery.

We dug into the stories that shaped us — origin stories, near-deaths, rebirths. For us, this is one part startup, one part future legacy — something our kids will inherit, not just wear.

But grit can’t be the whole story. It’s overused. What about the spark? The shine? The brilliance? That creative, defiant, joyful energy Cleveland also holds?

Our mission and vision were shaped as much by resilience as by hope & ingenuity.

We also explored brand archetypes — not to box us in, but to guide tone and behavior. With two teams, we needed complementary — but distinct — identities. They’ll share some fans, but not all. Our design must reflect that.

This is what the foundation looks like before we build:

• Stories collected from fans, founders & Clevelanders
• Archetypes to guide two parallel identities
• Drafts of our mission, vision & brand story — which we’ll share at launch

What part of Cleveland’s spirit do you think too often gets overlooked — and deserves the spotlight?

Friday, May 16, 2025

Update #4 — Excited to See What You Said in Our Brand Surveys

We asked — you answered.

More than 1,500 fans responded to our men's and women’s team brand surveys. We promoted the survey via email, social media, and on our site — then followed it up with in-person events, Zoom focus groups, and even some amazing fan-submitted drawings.

Data collection concluded this week (but we'll certainly continue to actively collect feedback & inputs throughout this process & in perpetuity) and we're excited to dig in.

The questions included:

1. Three words that best describe how Cleveland makes you feel?
2. What local history, figures, or lore stands out to you?
3. What animal would Cleveland be — and why?
4. Favorite colors for a pro soccer team?
5. What should we never do with this brand?

Why your input means everything

Gathering real insight from fans means more than sending out a survey link — it’s about creating space for people to show up in the way that feels right to them. That’s why we took a multi-channel approach: two public surveys, in-person sessions, Zoom focus groups, and dozens of ongoing conversations online & IRL.

Some people thrive in writing. Others light up when you’re talking face-to-face. A few even submitted with drawings & mood boards. Different formats unlock different parts of the brain and can reveal deeper, more honest perspectives.

It’s also less about volume of data and more about texture, tone, and the stories beneath the answers.

This variety of inputs helped us understand not just what people like, but why they care. It lets us read between the lines. From city pride to animal symbolism to color theory to naming conventions, we found patterns and passion points that wouldn’t have shown up if we’d stayed surface-level.

Equally important: the caution flags

There were strong messages about what not to do — and we take those just as seriously. From overused tropes to stereotypes to names that feel disconnected from the region, we heard what would alienate people or flatten the energy. It’s easy to chase trends or nostalgia, but it’s harder (and more valuable) to build something distinct, grounded, and forward-facing. This feedback helps us avoid decisions that might win attention at launch but fade fast over time.

We know not every name or brand decision will land for everyone on Day One. That’s the nature of identity — it’s personal. But our hope is that by building something clever, genuine, and born from the community itself, it will grow on you.

The best teams don’t just look good — they feel like home. And that takes time, reflection & a lot of listening.

What’s a team brand you didn’t like at first — but ended up loving?

Friday, May 9, 2025

Update #3 — A History of Cleveland Team Brands

Cleveland’s sports identity runs deep — bold names, iconic colors, generational bonds.

Quick aside: when seeking a partner to develop our two team brands, we had three absolutely 100% required criteria to pass to the next level: 1) World-class, brilliant designer; 2) Impressive sports portfolio, bonus points for systems thinking & killer kits; 3) Must understand Cleveland sports. 

The idea of finding a person or team with all three was daunting. There were many nights of sleep lost wondering how we would find that trifecta in one entity. Then, we did. We'll talk about who that partner is closer to launch. And they are so, so good.

But back to Cleveland sports brands... obviously, we wanted to pause & be thoughtful about the history, environment & sports family these two brands will be joining in Cleveland. So, we took some time to look at the creation & evolution of brands many people know, a timeline of some of our most memorable teams & a look at inspiration in lower division with high aims at winning your heart.

Cleveland sports core:

• Cleveland Browns (NFL): Established 1946. Orange & brown. Named after Paul Brown. Who needs a logo? This helmet says it all. We play (American) football.
• Cleveland Guardians (MLB) – Formerly Indians (1915–2021). Rebranded to Guardians in 2022. Red, white, navy. Named after the Guardians of Traffic, art deco behemoths on Lorain Carnegie Bridge that are a reminder of a golden era when we took time to make infrastructure beautiful. 
• Cleveland Cavaliers (NBA) – Founded 1970. Wine & gold. Identity reflects a swashbuckling fighter with flashes of elegance & power. The Cavaliers launched with a wine & gold identity, shifted to bold orange & blue in the Price-Nance-Daugherty 1980s, then returned to wine & gold during the LeBron era. In 2022, they modernized again — simplifying the look while honoring legacy.
• Cleveland Crunch (MLIS): Five-time indoor soccer champions. Launched in 1989, folded in 2002, then revived in 2020. The original logo was fiery red-and-yellow with a soccer ball bursting through the wordmark. The 2020 revival of the team came with an updated visual identity, which includes adding two more stars for titles won in their modern era.
  

Legacy  Teams:

• Cleveland Rockers (WNBA): Played 1997–2003. One of the WNBA’s original 8 teams. The brand yelps mid-1990s with a bold teal, black & orange palette and a logo inspired by guitars & lightning bolts.
• Cleveland Force (MISL): Indoor soccer team (1978–1988). Popular, passionate fan base. Neon-forward design whose late-1980s iteration was revived and is now applied to the youth soccer program.
• Cleveland Barons (NHL): Short-lived NHL team (1976–78), but a unique name rooted in industrial identity. The stylized B was classic Brooklyn, Detroit or even Bay FC style. It sang tradition, despite its brief stint. 
• Cleveland Spiders – Historic MLB team (1887–1899), still remembered for its distinct identity. With a name that evokes one of the most-feared beings in the universe, spiders stand apart from traditional sports mascots. The name has lived on in local lore & comes up all the time as we search for team names too.
  

Some of our Favorite Local Teams:

• Cleveland SC: Men’s am soccer team playing in NPSL. Black, orange & guardian to the core.
• Ohio City SC: Men’s & women’s teams competing in NOSL. Black, beige & bridges.
• Akron City FC: Men's am team building regional rivalries with Cleveland USL2 teams. Baby blue, burnt orange & full stadiums.
• Cleveland Iron Maidens: Women’s rugby club, fierce name and loyal culture. Black, red & rugby cool.
• Cleveland Rovers: Men’s rugby with decades of legacy. Its crest has one foot in Ireland, one in a monarchy. And the gameday experience definitely transports you to a different continent.
• Cleveland Sturgeon: Women’s hockey team that plays in POWHA. The crest is the meanest-looking sturgeon (fish) and it has a weapon. And I'm not sure there's a bolder, more fierce brand in all of hockey. 
• Burning River Roller Derby – Cleveland’s premier women’s flat-track roller derby league. Blends punk rock with local pride — and features bold typography, fiery visuals & a no-nonsense aesthetic. This brand reflects grit, resilience & a defiant sense of community that fits Cleveland to the core.

Which Cleveland team name has stuck with you the most — and why?

Friday, May 2, 2025

Update #2 — Branding Is A Belief System

Team branding is so much more than colors and crests — it’s a belief system.

In soccer, especially, club identity bleeds into everyday life. It’s in your scarf, your Saturday ritual, your kid’s first jersey, your tattoo.

Before I started with Cleveland Soccer Group, the team had selected Dec. 26 as LoyalCLE Day — one day for everyone to put on their LoyalCLE shirts (from our NWSL campaign) and show their love for women's soccer.

My first thought — but that's Boxing Day!?! How can I ask people to... put on a different shirt than the one they always wear on Dec. 26?

ICYMI: Boxing Day is one of the most anticipated days on the soccer calendar —especially in England. It's a longstanding tradition in the Premier League and lower tiers for clubs to play a full slate of matches. With packed stadiums and fierce regional rivalries, Boxing Day fixtures carry emotional weight & a festive atmosphere that’s become a hallmark of the global soccer experience. If you're interested, you can read more here.

HOW TO BE ICONIC
We want these teams — from the brands to the quality of matches & everything you feel when you simply THINK about soccer in Cleveland — to be simply iconic. Here’s how some of the world’s most-loved teams have built brand identities that transcend sport:

• Liverpool FC: The anthem “You’ll Never Walk Alone” is a cultural institution. The red kits, The Kop & the club’s gritty working-class ethos define generations of fans. Their global following isn’t just built on trophies; it’s about shared belief & emotional continuity. Even rival fans acknowledge the power of Anfield.
  
  
• Arsenal Women: Rooted in tradition, whilst pushing women’s soccer forward, Arsenal Women mix legacy & modernity. Their visual brand mirrors the men’s side (except the women have two championship stars in their crest and the men, well, don't), while their performances & player development speak volumes. The team plays in front of sold-out crowds at the Emirates & Meadow Park, proving the club has invested in both the identity & infrastructure of the women’s game.
  
  
• Angel City FC: Built from the ground up with brand storytelling in mind, Angel City redefined what a modern soccer club could be. Their logo, kits, sponsor integration (which gives a portion of proceeds to community initiatives) & media-first approach put values front and center. Fans feel part of a movement, not just a team.
  
  
• Chicago Bears:  The “C” on the helmet. Soldier Field. The Monster of the Midway legacy. Bear Down Chicago Bears! Few NFL brands conjure up toughness, tradition & history like the Bears. The autumn wind across Lake Michigan feels like part of the brand.
  
  
• Chicago Cubs: Ivy-covered walls. The W flag. The Go Cubs Go song. The team’s century-long drought didn’t hurt the brand — it deepened it. Wrigley Field is as much a shrine as a stadium. Winning the World Series in 2016 was a brand moment as much as a sports one.
  
  
• Ohio State University: The Buckeye brand dominates the Midwest and is one of the most recognized in college sports. Script Ohio, The Best Damn Band in the Land, and “O-H!” callouts across the globe turn gameday into ritual. Nike gear is ubiquitous in Ohio — because the brand is.
  
  
• Celtic FC: With roots in Irish Catholic immigrant identity and deep connection to Glasgow, Celtic’s brand is spiritual. Fans sing You’ll Never Walk Alone, wave green-and-white scarves, and march before matches. Celtic Park is a cathedral. The club is a cause as much as a team.
  
  
• Dinamo Zagreb: The Croatian giant isn’t just a football club — it’s been a national symbol. During the Yugoslav wars, Dinamo stood as a rallying point for Croatian pride & independence. The team’s post-match tradition of singing with fans speaks to shared identity & resilience. Their academy is legendary — developing world-dominating players (Hi Luka!) and loyalty.
  
  
• LAFC: A relatively new team that feels a century old. From the 3252 supporters’ section to the Black & Gold visual system, LAFC nailed urban LA cool with serious architectural and design investment. It’s cinematic, it’s digital-first, and it’s loud. The brand has swagger — and staying power.
  
  
• Club América: Las Águilas are one of the most polarizing and supported clubs in Latin America. Their golden yellow kits, massive fan base, and win-at-all-costs mentality make them feel more like a political party than a team. Azteca is an arena of spectacle.
  
  
• Chivas Guadalajara:  With a strict Mexican-only player rule, Chivas is a cultural lightning rod. The red-and-white stripes, the heritage, and national pride make Chivas part of Mexico’s identity. The club is its values, which makes the brand untouchable to its supporters.
  
  
• Borussia Dortmund: The Yellow Wall – BVB's supporter section – is 24,454 seats of standing-room-only iconic supporter power. It's one of the largest supports sections in the world & a breathtaking show to experience. The club's motto, "Echte Liebe" (True Love), emphasizes the strong bond between the club and its supporters, going beyond just winning games. They don’t just fill a stadium; they animate it.
  
  
• Barcelona Femení: One of the most dominant forces in women’s soccer. More than winning, their brand reflects elegance, intelligence, and “més que un club.” Their historic 90,000+ attendance games are reshaping the ceiling of women’s sports.
  
  
• Real Madrid: Royal, global & built on history and excellence. From the all-white kits to the Galácticos era, Real Madrid has branded itself as the pinnacle of success. Santiago Bernabéu is luxury & intimidation. Even their pitch grass gets the royal treatment.

YNWA
In case you're curious: yes, multiple teams have adopted "You'll Never Walk Alone" as their song. (But YNWA is a distinctively Liverpool acronym.) Here's a brief history on the song & its teams.

Which team brand lives rent-free in your head or hangs on relentlessly (with love) in your heart — and why?

Friday, April 18, 2025

Update #1 — Let’s Begin: The Long, Beautiful Build

Hit send on a message to our fans earlier this week: it was a brand survey & the official GO! button for building two new brands in Cleveland.

We are at the start line of building two professional soccer teams in Cleveland — and we have one shot to get the brand right. One identity for the men’s team. One for the women’s team. Two distinct voices. One shared future.

This is a generational play. We want to build brands that outlive us. Brands that end up in the bloodstream & the skyline of Downtown Cleveland. That’s why this process isn’t just “pick a name from a hat” or someone’s bright idea in a group chat. It’s a deliberate uncovering — of story, of legacy, of future.

Not everyone will love the final name on day one. And that’s okay. A brand that tries to be everything to everyone rarely goes deep. But even if it doesn’t land right away, we hope it grows on you. Because this is more than just a badge — it’s our next chapter.

We’ll keep offering ways to weigh in, give feedback & be part of the process. Sign up for updates to follow along.

Branding is just a small sliver of the work that goes into building these teams. And this is hardly the beginning of the whole process. (Michael Murphy & Nolan Gallagher got this endeavor/party started in 2021!) We'll try to work in our stadium story, sporting side & more as our team grows. It's a long, beautiful build. Thanks for coming along for the ride.

What does a new Cleveland sports brand look and feel like to you?

— Gina Prodan Kelly (CMO, Cleveland Soccer Group)