AFC Richmond Logo PNG
Although the football club exists only in the television series Ted Lasso, it appears authentic. The anthem, uniform, motto, and AFC Richmond Logo contribute to this effect. The team’s visual identity is designed with such attention to detail that viewers easily accept it as real.
AFC Richmond began in 2013 as a fictional club in NBC Sports commercials promoting Premier League broadcasts in the United States. Jason Sudeikis played Ted Lasso, an American football coach hired to manage an English team despite knowing almost nothing about soccer. The short ads introduced the comic premise and later became the basis for a full television project.
Sudeikis later developed the idea with Bill Lawrence, Joe Kelly, and Brendan Hunt. Ted Lasso premiered on Apple TV+ in August 2020, presenting AFC Richmond as a London club founded in 1897 and based in Richmond upon Thames. The club’s fictional owner, Rebecca Welton, hires Lasso after her divorce from Rupert Mannion, hoping his lack of experience will damage the team linked to her former husband.
The series used real football detail to make Richmond feel credible. Match scenes were filmed at Selhurst Park, the South London stadium of Crystal Palace FC. The plot followed relegation, promotion, dressing-room conflicts, transfers, supporters, league pressure, and rivalry with Mannion FC. Football consultants helped shape tactics, club routines, and the rhythm of English match culture.
AFC Richmond then became a real consumer brand outside the show. Nike released official kits, and club merchandise such as scarves, mugs, and shirts was sold through regular retail channels. Social media pages treated Richmond like an active team, and some viewers discovered English football through the series. Ted Lasso won several Emmy Awards, while the third season was released in 2023.
Meaning and History
All the plotlines of the television series, as well as the characters who form the main storyline, are connected to the fictitious football club and its coach, creating an interesting and memorable backdrop for the narrative. The team’s details are so well thought out that viewers have no reason to suspect it is not real. Authenticity (with history, logo, colors, uniform, stadium, anthem, name, and mascot) supports the atmosphere necessary for the club’s maximum realism. Thus, the athletes’ nickname is The Greyhounds because their emblem depicts a greyhound, known for its speed, agility, and purposefulness.
What is AFC Richmond?
AFC Richmond is a fictional American football team from the television series “Ted Lasso.” According to the fictional story, it has existed since 1897, when it debuted on the field. It is managed by coach Ted Lasso, around whom various comedic situations occur. The club is based in London and plays at the Crystal Palace FC stadium. After being promoted (in 2021), it competes in the English Premier League. Its owners are Rebecca Welton and Richmond Fans.
1897 – today
The key element of the AFC Richmond logo is a greyhound dog. It is positioned in the center, occupying one-third of the space. The animal is poised in a tense posture as if watching the surroundings and preparing to attack. The head is turned to the left, the mouth slightly open, and the ears slightly raised. The dog’s legs are long and thin, and its tail is lowered. The greyhound stands on a golden ribbon with split ends, on which the name of the football club is written.
The font is characterized by alternating thick and thin lines, adding an official business style to the text. The letters have small serifs. In the acronym AFC, a bold dot is placed after each character. Above the club’s mascot, the date of its inception is indicated: the number 18 is in the top-left corner, and 97 is on the right. As a background, a classic shield is used, narrowed at the bottom and outlined with a red stripe, which harmoniously complements the dark blue.
Font and Colors
For the only inscription in the logo, a capital font with small serifs is used. Although they are small, due to the difference in the width of the lines that make up the letters, it seems as if the serifs are large. Such an effect resonates well with the “deceptive” genre of the television series and the fictional characters, including an entire team.
The official colors of the AFC Richmond club are blue, red, white, and yellow: blue shirts decorated with a red stripe, yellow socks, and white shorts. They all migrated to the team’s emblem: a blue shield with a red frame, a yellow ribbon, and a white dog.