May 4

May 4 Minnesota United FC

While many sports fans think of skates and sticks when the state of Minnesota is mentioned, the world’s most popular game and the U.S.’s fastest growing sport of soccer has been played there for 40 years.

With the Minnesota United FC’s expansion into the MLS on tap the team needed an updated brand to usher in this new era of soccer. MUFC turned to Zeus Jones to help craft the new brand.

Zeus Jones focused on elements of nature from across Minnesota to inspire and connect the brand with proud Minnesotans and their states heritage. They started with the state bird the Loon as the focal icon. Then brought in two grey stripes connected by the light blue to represent how the twin cities are aligned with the “The Mississippi River”.

The new MUFC brand is a striking balance of bold design and rich state heritage that can find the back of the net from anywhere on the pitch.