THE SEATTLE SOUNDERS SEEK OUT A SLEEK, WATER-INSPIRED REBRAND

Summary from the TLDR Design newsletter

In honor of the Sounders’ 50th anniversary, the franchise sought the expertise of Athletics for a brand refresh in partnership with the Seattle-based design firm Column Studio and ad agency DNA. The brand evolution brief aimed to root the Sounders in a clearer sense of place, reconnect it with its 50-year heritage, and embed the club within the broader global soccer culture. In doing so, Athletics developed a guiding theme for the identity: “At the Water’s Edge.”