San Diego’s MLS Expansion Team Unveiled Its Logo, and Fans Roasted It Mercilessly

San Diego Football Club revealed its name, crest, and branding at Snapdragon Stadium on Friday.

In prepartion for Major League Soccer adding an expansion team in San Diego in 2025, fans were treated to the new club unveiling their name and new team logo on Friday night at Snapdragon Stadium.

The team, which will be known as San Diego FC, asserted that the new brand identity was created in an attempt to capture the communities that make up the diverse California city.

“The crest is ‘The Flow,’ comprising 18 lines representing the 18 communities of San Diego County, woven into one,” per a press release. “San Diego is displayed at the top of the crest in the form of an arch, inspired by the iconic neighborhood arches and signs around greater San Diego. The shield shape represents the strength and unity of their community. The chrome finish on the shield reflects the colors of the community in the outer layer of the crest.”

WE ARE SAN DIEGO FC:
OUR CREST & OUR COLORS. pic.twitter.com/2OHIf5jgMl

— San Diego FC (@sandiegofc) October 21, 2023

Soccer fans, some of whom are unhappy that the USL’s San Diego Loyal are in the midst of their final season, blasted the new MLS club’s logo for its lack of creativity. Fans are hoping the backlash will lead the team to change the logo before it ever takes to the pitch.

Here are some of the best reactions to the unveiling from social media.

Just truly, amazingly, completely awful. https://t.co/F65YgGvoZd

— Jimmy Mack (@jcmack03) October 21, 2023

I’m so glad every MLS fan of every race, religion, sexual orientation, and political affiliation are coming together to roast this abomination of a logo https://t.co/AKYfN5Xbwt

— balls mcnaughton (@alexmcntn) October 21, 2023

Any books taking odds on this being changed before games get played? https://t.co/6zBjBg48X6

— Jeremiah Oshan (@JeremiahOshan) October 21, 2023

Remember when fans forced the @ChicagoFire to change their logo after a horrific redesign? Gotta imagine this will happen in San Diego, too. https://t.co/jBgPJF1pmq

— Scotty Hockey (@ScottyHockey) October 21, 2023

The Fire, the Crew and now SDFC. How are MLS teams getting these crests soooo wrong? This is the most uninspiring design. https://t.co/nNhifPT7sa

— Matthew Vinson (@matthewvinson) October 21, 2023

A high school English teacher would roll their eyes at this explainer and give the student a C+ https://t.co/hONSFPRIQH

— Auxilia One 🐀 (@AuxiliaOne) October 21, 2023