NYIFC is many things- chiefly a team, a community, and a set of principles. The local football (soccer) club play in the Cosmopolitan League of New York, by some measure the oldest league in the country. Many of the teams which play in this league  have been around for decades. In fact, Hoboken FC, a rival club in the Cosmo League's first division, just celebrated its 113th birthday this year.

‍

Unlike its peers, NYIFC is a brand new club, one that dates back only 5 years. Those 5 years have seen massive growth, with the team moving from the fourth division to the first in that time. From a branding perspective, the club (while short on history) is rich with context and tradition. As the club continues to scale, the black and gold Lions of New York are in urgent need of a design update.

‍

It was crucial to the club's board that the design history of the previous badge be respected and maintained. As well as that badge had served, it was bumping up against the limits of its versatility due to problems around design complexity. It couldn't be embroidered. It was difficult to use with social media. My refresh of the brand focused on bringing forward the essential values of New York International while adding supplemental elements to allow for a more flexible toolkit of creative possibility. This included a redrawn pair of lions, a new typographic approach, additional colors, and a collection of social media templates for quick use by any member of the core team.