Atlanta United FC Logo

Atlanta United logoAtlanta United FC Logo PNG

Atlanta’s premier football club uses a bright and memorable logo to showcase its uniqueness. The logo of “Atlanta United FC” is a demonstration of leadership at all levels. It also contains allegorical references to the city’s sports history.

Atlanta United FC: Brand overview

Founded:April 16, 2014
Founder:Arthur Blank
Headquarters:
Atlanta, Georgia, U.S.
Website:atlutd.com
Atlanta United is a professional soccer club that debuted in 2017 as a member of the Eastern Conference of Major League Soccer. The franchise was founded on April 16, 2014, when Major League Soccer in the USA and Canada announced an expansion to Atlanta. Arthur Blank, co-founder of Home Depot and owner of the NFL’s Atlanta Falcons, managed to reach a mutual agreement with the league’s leadership.

Atlanta United emblem

The businessman applied for the franchise in 2008 but a year later was forced to retract it due to a lack of funding and the absence of a suitable stadium. Lengthy negotiations between the Falcons and city authorities concluded in May 2013 when the Georgia Department of Economic Development’s board approved a $30 million bond issuance to purchase land for a playing field. This solved the problem that had prevented Atlanta from acquiring the franchise. The construction of the Mercedes-Benz Arena was completed in 2017, and the Atlanta United Soccer Club debuted as a member of MLS. In 2014, the team introduced its official colors. Arthur Blank and Darren Eales (president of Atlanta United) intentionally borrowed the palette used by the Falcons since 1966. Black symbolizes strength and power, red represents pride and passion, and gold signifies the pursuit of perfection.

Atlanta United symbol

The owners decided not to hold a contest for the team’s name but surveyed 21,000 fans who partially paid for season tickets. Fans were asked to evaluate 36 words and say whether they would fit the new franchise. Most respondents felt the team’s name should be associated with “Atlanta,” “Football Club,” “ATL,” and “United.”

The official team name announcement was supposed to take place on July 7, 2015, but Sports Illustrated leaked the news on June 25, two weeks early. This rush allowed the franchise to abandon the traditional name MLS Atlanta, which has been used since 2014. Nonetheless, on July 7, 2015, Blank introduced the name, logo, and color palette of the team.

In March 2019, Arthur Blank announced the sale of 10% of assets, including a stake in Atlanta United FC, for $300 million. Currently, the Blank family owns a significant share of the club, and the franchise is part of AMB Sports & Entertainment, a subsidiary of AMB Group LLC.

Meaning and History

Atlanta United FC Logo History

The club’s brand identity was presented on July 7, 2015. It took Adidas three months to develop the logo. Arthur Blank and Darren Eales said they reviewed thousands of emblem options, so the final product naturally borrowed elements from other logos.

2017 – today

Atlanta United Logo 2017-present

The Atlanta United FC logo symbolizes the rich history and culture of Atlanta. The circle was inspired by the city’s seal and the 1996 Summer Olympic Games. The bold letter “A” in the center of the logo embodies the club’s connection to the community. The font is strict, with sharp serifs resembling spikes. Two shades of gold create a 3D effect on the Atlanta United emblem to highlight the letter against a contrasting background.

What is Atlanta United FC?

Atlanta United is an American soccer team from Atlanta. It participates in MLS and competes in the Eastern Conference. The club was founded in 2014 and is owned by businessman Arthur Blank. The team plays its home games at the Mercedes-Benz Stadium, which it shares with the Atlanta Falcons.

The circle’s background consists of five vertical black and red stripes running parallel. They symbolize the pillars of the football club: unity, determination, community, skill, and innovation. The black stripes on the Atlanta United logo also hint that Atlanta was a railroad city.

The alternating stripes are enclosed in a small circle connected to the letter “A” at two points. Golden inscriptions “Atlanta” (top) and “United FC” (bottom) are situated on a black background, framed by golden outer and inner contours and a thin black outline. The words are written in capital letters with short serifs. Two thin curved lines separate the team name on the right and left.

Font and Colors

The original emblem of Atlanta United FC was designed by Adidas, which, among other things, develops sports equipment for football players. The club president and owner, Darren Eales, and Arthur Blank, oversaw the creation of the graphic sign. The process took only three months, with most of the time spent studying competitors’ logos.

The result of the meticulous work was an emblem consisting of several elements. The first is the letter “A,” connecting the club with the community. The second is the circular shield, representing the city seal and a reminder of the 1996 Summer Olympics. Another important detail is the five vertical stripes behind the letter “A.” The three red lines symbolize progress, excellence, alliance, courage, and unity. The two black ones are associated with railway tracks, as Atlanta is known as a major railway hub.

The team uses its font with triangular serifs and truncated edges. Notably, the number of serifs on the letter “A” depends on its placement: the large “A” in the center of the circle and the second “A” in the word “ATLANTA” have a unique top design.

The logo uses the club’s official colors, which Darren Eales and Arthur Blank borrowed from the Atlanta Falcons team. The two vertical lines in the middle and the large ring around the central letter are painted in black – a symbol of monumentality and superiority. The other three stripes are red, signifying inspiration and ambition. All inscriptions are golden, symbolizing the pursuit of perfection.

Atlanta United FC color codes

ShadowHex color:#817144
RGB:129 113 68
CMYK:0 12 47 49
Pantone:PMS 7560 C
Dark TanHex color:#a19060
RGB:161 144 98
CMYK:0 11 40 37
Pantone:PMS 7503 C
BlackHex color:#000000
RGB:0 0 0
CMYK:0 0 0 100
Pantone:PMS Process Black C
MaroonlHex color:#80000a
RGB:128 0 10
CMYK:0 100 92 50
Pantone:PMS 7621 C