Seattle Sounders FC Rebrand & Brand Identity

Seattle Sounders FC is a Major League Soccer club whose story began in 1974, decades before its 2009 MLS launch. Ahead of its 50th anniversary, Column's 2023 rebrand reworks the crest, merging the 2009 badge's two stacked shields into one with an abstracted Space Needle between the numbers 19 and 74, and adds Heritage Aqua to a retuned club palette. Shaped by more than 10,000 fan surveys, it keeps what supporters loved while drawing on the pre-MLS eras the old badge left out.