Atlanta United FC Logo

Atlanta United logoAtlanta United FC Logo PNG

The premier football club in Atlanta uses a bright and memorable logo to show its uniqueness. The Atlanta United FC logo is a showcase 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
Atlanta, Georgia, U.S.
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.

Atlanta United emblem

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.

Atlanta United symbol

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

Atlanta United FC Logo 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 – today

Atlanta United Logo 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.

What is Atlanta United FC?

Atlanta United FC is an American soccer team from Atlanta. It participates in MLS and competes in the Eastern Conference. The club was established 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 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.

Font and Colors

The original emblem of Atlanta United FC was designed by Adidas, a company that, among other things, designs athletic gear for soccer players. The creation of the graphic mark was overseen by the club’s president and owner, Darren Eales and Arthur Blank. The process took only three months, with much of the time spent studying the logos of competitors.
The result of the meticulous work is an emblem with several elements. The first of these is the letter “A,” which links the club with the public. The second is a round shield, which represents the city seal and serves as a reminder of the 1996 Summer Olympics. Another important detail is the five vertical stripes behind the “A.” The three red lines symbolize progress, supremacy, alliance, courage, and unity. The two black ones are associated with railway tracks, as Atlanta is known as a major railroad hub.

The team uses its own font with triangular serifs and cut-off edges. Notably, the number of serifs on the letter “A” depends on its location: the large “A” in the middle of the circle and the second “A” in the word “ATLANTA” have a uniquely designed top.

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