Atlanta United FC Logo PNG
The Atlanta United FC logo conveys the spirit of the city: strong, loud, and lively. It shows the connection with Atlanta’s history and its love of sports. The symbol looks powerful, just like the club that represents the city on the football field.
Atlanta United FC: Brand overview
Atlanta United FC was granted an MLS franchise on April 16, 2014, marking the league’s return to Atlanta. Arthur Blank, co-founder of Home Depot and owner of the NFL’s Atlanta Falcons, secured the agreement after a 2008 attempt failed due to funding limits and the absence of a stadium.
Progress came in May 2013, when the Georgia World Congress Center Authority approved $30 million in bonds to acquire land. This step enabled the construction of Mercedes-Benz Stadium, completed in 2017. The club entered the MLS that year and began play in the Eastern Conference. In 2014, the organization introduced its colors, borrowing black, red, and gold from the Atlanta Falcons’ identity established in 1966.
The naming process relied on fan participation. About 21,000 supporters reviewed 36 potential terms, with “Atlanta”, “Football Club”, “ATL”, and “United” receiving the strongest support. The official announcement was scheduled for July 7, 2015, but Sports Illustrated revealed the name on June 25. After that, the franchise dropped the interim MLS Atlanta label, which had been used since 2014. On July 7, Arthur Blank presented the final name, logo, and colors.
In March 2019, Blank sold a 10% share of his sports holdings, including Atlanta United, for $300 million. The club operates within AMB Sports & Entertainment, a division of AMB Group LLC, while the Blank family retains a leading ownership stake.
Meaning and 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.
What is Atlanta United FC?
It 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.
2014 – 2015 (pre-launch)
The Atlanta football club embedded several layers of meaning in its emblem, tied to its participation in MLS and its urban environment. In the upper area is the former Major League Soccer mark. Inside a rectangle with rounded corners are a soccer cleat and a classic ball. The cleat appears to be making contact with the ball at the moment of a strike. At the bottom of the block is the abbreviation MLS, set in a dense black typeface. The entire league mark is outlined with a neat line in the same color.
Below the MLS emblem is the city name “ATLANTA”. The inscription is large and colored red. The letterforms are clean and geometric, with a straight top line and a softly curved lower edge.
Below that is 2017, indicating the team’s league debut. The numerals are rendered in yellow, with two short horizontal strokes on either side.
2015 – today
On June 25, 2015, the club adopted the name Atlanta United FC and introduced a new mark inspired by the urban environment and Atlanta’s past. The composition is based on a circle, referencing the tradition of city crests and the Olympic symbolism of the 1996 Games held in the city.
At the center is a large letter A. It is rendered in bold type and colored in golden tones, creating a sense of volume. Behind the letter are five vertical stripes alternating dark red and black. Three stripes are red, and two are black. The stripes symbolize key club ideas: unity, pursuit of a goal, teamwork, skill, and an orientation toward the new. The color black is also linked to Atlanta’s history as a major railroad hub in the American South.
A black ring with a gold outline surrounds the central inner area. The team name is placed on it. The words ATLANTA and UNITED FC appear at the top and bottom, respectively. The inscriptions use a sans-serif typeface in uppercase with subtle serifs. On the left and right, the text is separated by thin gold lines that form a clean frame.
Each tone is connected to the image of Atlanta, its cultural background, and its history. In this form, the mark reflects the city’s spirit and the club’s ambitions as it enters the MLS stage.
Font and Colors
The original emblem of Atlanta United FC was designed by Adidas, which, among other things, develops football equipment. 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, 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 letter “A.” The three red lines symbolize progress, excellence, alliance, courage, and unity. The two black ones are associated with railway tracks, since Atlanta is 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 distinct top designs.
The logo uses the club’s official colors, which Darren Eales and Arthur Blank adopted from the Atlanta Falcons. 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.