Creating an identity for a new professional football club is difficult. Creating one for Brooklyn comes with an entirely different level of expectation.

I had the privilege of being part of the team tasked with developing the identity for Brooklyn Football Club ahead of its inaugural season. From the beginning, the ambition was clear: create a badge that could feel distinctly Brooklyn while earning a place within the visual landscape of New York City sports.

Our process began with an extensive audit of Brooklyn, from its origins as a Dutch settlement to its political history, community organizations, neighborhood signage, sports, culture and the visual language of New York City across generations.

We studied the many ways the borough has been represented, including the legacy of the Brooklyn Dodgers and the countless interpretations of the iconic Brooklyn “B.” The challenge wasn't simply to reference that history, but to create something that could belong exclusively to Brooklyn Football Club.

The identity that emerged reflects a blue-collar mentality: raw, confident and intentionally rough around the edges. Its attitude draws from the New York of the ’70s, ’80s and ’90s, then refines that energy into a modern identity designed to represent Brooklyn today.

The goal was never just to create a soccer badge.

It was to create a New York sports icon.