Atlanta United FC is a professional soccer club debuted in 2017 as a member of the Eastern Conference in Major League Soccer. The franchise was established on April 16, 2014, when Major League Soccer in the USA and Canada announced about expansion to Atlanta. Arthur Blank, the co-founder of the Home Depot and owner of the Atlanta Falcons from the NFL, managed to reach a mutual agreement with the League officials.
The businessman submitted a bid for a franchise in 2008; however, within a year, he had to withdraw the bid due to the lack of financing and absence of an appropriate stadium. The lengthy negotiations between the Falcons and the city authorities finished in May 2013, when the Georgia Department of Economic Development Council approved $ 30 million in bonds to purchase land for constructing the playing field. It solved the problem that prevented Atlanta from obtaining a franchise. The construction of the Mercedes-Benz Arena was completed in 2017, and Atlanta United FC debuted as MLS member. In 2014, the team unveiled its official colors. Arthur Blank and Darren Eales (Atlanta United president) deliberately borrowed the palette used by the Falcons since 1966. Black is a symbol of strength and power; red represents pride and passion; gold epitomizes the commitment to excellence.
The owners decided not to hold a name-the-team contest, yet they surveyed 21,000 fans who had made part payment for season tickets. The team’s supports were asked to rate 36 words and say if they would sound good for the new franchise. The majority of the naming survey respondents felt that Atlanta, Football club, ATL, and United should be associated with the team’s name.
The official announcement of the team’s name should occur on July 7, 2015, but Sports Illustrated reported the given news on June 25, two weeks before. Such a rush allowed the franchise to abandon the conventional name of MLS Atlanta used since 2014. However, on July 7, 2015, Blank unveiled the team’s name, logo, and color scheme.
In March 2019, Arthur Blank stated selling 10% of assets, including share of Atlanta United FC, for $ 300 million. Currently, the Blank Family of Businesses owns a large share of the club, while the franchise itself is part of AMB Sports & Entertainment, a subsidiary of AMB Group LLC.
Meaning and History
The club’s brand identity was unveiled on July 7, 2015. It took Adidas three months to design the logo. Arthur Blank and Darren Eales said they reviewed thousands of design emblems, so the final product was a natural progression of taking the elements from other logos.
2017 – present
The Atlanta United FC logo symbolizes Atlanta’s rich history and culture. The circle was inspired by the city’s seal and the 1996 Summer Olympics. The bold “A” at the center of the logo embodies the club’s connection to the community. The font is strict, with sharp spike-like serifs. Two golden shades create a 3D effect on the emblem Atlanta United to highlight the letter on a contrasting background.
The background of the circle is presented with five black and red stripes that run vertically in parallel. They stand for the pillars of the soccer club: unity, determination, community, excellence, and innovation. The black stripes on the logo Atlanta United are also a nod to Atlanta as a railroad town.
The alternating stripes are encircled in a small circle connected to “A” at two points. The golden-scripted “Atlanta” (above) and “United FC” (below) are placed on the black background trimmed with golden outer and inner outlines and a thin black outline. The wordmarks are written in capital letters with short serifs. Two thin curved lines divide the team’s name on the right and the left.