LAFC, slated to join MLS for the 2018 season, revealed their official crest and club colors in a Thursday press conference at Union Station in Los Angeles.
"It's a big step," said managing partner Henry Nguyen, to MLSsoccer.com "We've just been able to say 'We're LAFC, we're Los Angeles Football Club.' And now we've got something we can wear. And I will wear this proudly. I hope our supporters here and the people of the city will wear it proudly. To us it not only represents our club, it represents our city. And we hope to join some of that iconography of what LA is."
The crest, "100% made of Los Angeles," derived its outline from the Seal of the City, incorporating an Art Deco-inspired typeface (Neutraface) based on the signage of architect Richard Neutra, a nod to Downtown Los Angeles' rich collection of buildings designed in that style.
Pitch Black and California Gold color the crest, and are meant to embody the success, urban texture and glamour of Los Angeles. A flash of Glory Red represents the team's home in the heart of the city, with Asphalt and Wolff Gray complements.
The "LA" monogram incorporates a wing intended to pay homage to the "City of Angels" with its power, mobility and aspirational nature. The four blades represent the four club pillars, and the city's founding date of Sept. 4, 1781.
The crest was developed and designed by Spark International co-founder Thai Nguyen and the creative team of Tue Nguyen and Matthew Wolff.
"[The LA Dodgers’ LA logo] is iconic," said club President Tom Penn, to MLSsoccer.com. "If we can get anywhere near that, we’ll be thrilled. If we can be another representation of the great city of Los Angeles on that cap, we’re very excited for that."
View LAFC's full press conference, starting at roughly 11:40 below:
Additional reporting by Alicia Rodriguez