MN UNITED FC

Branding Minnesota’s MLS club

When Bill McGuire and co. walked into the offices of Zeus Jones looking for help branding Minnesota’s professional soccer team, the office was abuzz with excitement. Months of effort, and round after round of refinement, resulted in one of professional sports’ most striking and beautiful designs. I had the honor of leading the design effort and creating what’s now emblazoned across kits, turf, scarves, and a brand new stadium in St. Paul.


Zeus Jones has continued to grow United’s brand. I highly recommend you head over to their site for a more thorough case study—follow the link at the end of this abbreviated recap.

CREATIVE DIRECTION & DESIGN | COMPLETED WHILE AT ZEUS JONES

The common loon

Unforgettably beautiful, deceptively powerful, and willing to fight to the death over its territory. Before these words were used to describe Minnesota’s MLS team, they were used to describe its state bird. The common loon is anything but common, and from the jump the Zeus Jones team knew we’d find no better source of inspiration for MN United FC’s identity.

Evolution of the mark

ROUND 1

ROUND 2

ROUND 3

A modern take on the ubiquitous crest

The final badge

Dressing the part

Inaugural home kit

We included a healthy amount of the common loon’s territorial fighting spirit in United’s home kits. The result is something that stands alongside the great clubs of world football.

Inaugural away kit

When designing the away kits, we opted for a different sign of strength and confidence: understated sophistication.

A small bit of process

Unselected kit designs

Read the full case study at ZeusJones.com →