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FC Cincinnati hires global firm to spearhead MLS expansion branding project

Major League Soccer expansion team FC Cincinnati announced on Monday they have hired a global brand consulting firm to help map out the team's identity and brand strategy ahead of their first season in the league in 2019.

The club will be working with Interbrand. The firm helped create the updated crest for Serie A champions Juventus, who will participate in the 2018 MLS All-Star Game presented by Target, and helped craft brand strategy for the last two Winter Olympics.

Of note, while Interbrand is a global firm, the effort to evolve FC Cincinnati's brand will be spearheaded by the local Cincinnati office, with Cincinnati locals leading the update project.

In addition to the work of Interbrand, FCC will draw upon the input of their Fan Council in building their brand for their MLS era. This Fan Council has already been in consultation in providing supporters' feedback, meeting for focus groups and providing periodic updates regarding the branding efforts.

“Our supporters have been the foundation of our club’s success since its launch in 2015,” FC Cincinnati president and general manager Jeff Berding said. “Our city has a unique pride and our supporters reflect that feeling. We’ve been pleased with the input and critique they’ve provided during this process and we know it will lead to an update that will resonate deeply with our fanbase.”

FC Cincinnati will formally present their final branding for MLS to the league and official league supplier adidas at the 2018 MLS All-Star Game in Atlanta. The team plans to reveal the updated brand to the public in the fall.

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