Last February, the Seattle Sounders embarked on a sort of branding journey. With the club’s 50th anniversary coming into focus, the Sounders felt it was time to explore their “visual identity.” The quest did not have a definite destination but was started with the very likely possibility that it would result in a new crest and possibly even more dramatic changes.
The Sounders promised that the process would be almost as important as the end product.
About nine months later, following the collection of more than 10,000 surveys and after conducting countless discussions with various stakeholders, the Sounders shared their first major update on where things are heading at their Annual Business Meeting on Wednesday.