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

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.”

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.