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Houston Dynamo FC: A new vision and brand identity for Houston's MLS, NWSL clubs

It’s a new era for the Houston Dynamo and the Houston Dash after the clubs unveiled a new philosophy, vision and brand identity.

New Name: Houston Dynamo FC

The Dynamo will now be officially known as the Houston Dynamo Football Club and Houston Dynamo FC will serve as the MLS club moniker on first reference.

“Adding the term 'Football Club' to the Dynamo name was an important decision, because it illustrates how much we have grown. When we first started, there was only a team, but we have grown into a true club. But just saying we are a club is not enough; what matters is truly becoming a club,” said club owner Gabriel Brener in a statement. “Today is an important step, but only the first step of becoming the type of club that represents a great community like Houston. Now we begin the work of building Houston’s club.”

New Club Crests

The new vision for the clubs is visually reflected in the new crests for both the Dynamo and the Dash. Both share a unique hexagonal shape and the badges have similar font styles which give "HOUSTON" more prominence than either team name to serve as a continual reminder that the teams play for and represent the city.

The hexagons are meant to reflect strength, stability and unity: They are their strongest when arranged together, each one making its neighbors stronger and more stable. The six-sided design also gives a nod to the Dynamo's inaugural year in 2006 and the six wards that made up the original layout of the city.

Both crests also share tributes to Houston’s bayou system: The channels within the interlocking monogram on the Houston Dynamo FC crest and the blue inner line of the Houston Dash crest each represent Bayou City’s waterways.

The clubs expanded their color palette with the addition of Championship Silver to commemorate the back-to-back MLS Cup titles and more recently, the 2018 Lamar Hunt U.S. Open Cup and 2020 NWSL Challenge Cup. Electric Orange will remain as the primary color for the Dynamo, while the Dash badge is coated in Space City Blue.

Club Vision

The evolution of the organization mirrors its new long-term vision, which is to become a globally-respected club and to elevate Houston as the top soccer market in the United States.

“Today is a marquee moment for the club and is the culmination of over two years’ worth of work. In addition to wonderful creative work on the new crests, we’ve also made significant enhancements and improvements in a variety of areas that demonstrate our commitment to being Houston’s team,” club president John Walker said in a team release.

Off the field, the Dynamo will look to expand their connection with the community by providing leadership through actions. Last year, part-owners Jake Silverstein and Ben Guill announced their commitment to building 15 mini-pitches throughout the Houston area by 2024, with the first three set to open in early 2021.

The teams will be celebrating their new brand identity in the coming weeks, including Houston rapper Trae tha Truth debuting his new single, Hold It Down, on HoldItDownFC.com.

Watch the unveil of the new identity hosted by former Dynamo player Stu Holden: