Austin FC is the Major League Soccer club based in Austin, Texas, that began play in the 2021 season. The club’s name and crest were unveiled on August 22, 2018, at an event at the North Door on Austin’s east side, three years before the team’s first match. The visual identity was created by The Butler Bros, a local Austin brand studio, working with the ownership group and MLS. The studio also developed the club’s name, narrative, and the “Grow the Legend” rallying cry. [1] [2]
Design and History
The Austin FC crest features two intertwined live oak trees in green set against a black background, with the word “AUSTIN” positioned at the top of the badge. [3] The Butler Bros chose the live oak because the trees are found throughout the city, with some over 500 years old, representing the city’s past and future. [1]
The intertwined oaks were inspired by the story of the Treaty Oak, Austin’s oldest and most famous tree. After the tree was poisoned in 1989, arborists saved it by planting a second tree grown from a clipping, since live oaks share resources through their root systems. The two trees in the crest symbolize the bond between the club and the city. [4] [5]
The crest includes 11 leaves representing the 11 players on the pitch, and four roots symbolizing the four regions of Austin (north, south, east, and west) coming together to support the team. [2] [6]
The Butler Bros deliberately avoided the visual tropes common to other Texas professional sports logos, such as stars and traditional Lone Star State colors. The studio noted that Austin’s tree ordinance, which protects large trees from being cut down, made the oak an especially fitting emblem for a city that prides itself on being different. [4]
Meaning and Symbolism
The club’s signature color is “Bright Verde,” a name that intentionally blends English and Spanish to reflect Austin’s ambicultural heritage. The Butler Bros chose a vibrant green to reflect the energy of the city and to differentiate it from greens used by other major league sports teams. Black provides contrast and adds a competitive edge. [1] [7]
According to the club, “Verde” has grown beyond a color to become a nickname for the team and a significant part of its culture. [1] The club’s official color scheme is verde, black, and white. [8]
Typography and Design
The Butler Bros handled the visual identity, naming, narrative, and brand launch for Austin FC. The studio’s team included Creative Director Erik Enberg, Narrative Director Jeremy Spencer, and Design Lead Barrett Fry. [4] In the year leading up to the club’s first season, The Butler Bros also helped expand the brand toolkit, adding new typography and graphic treatments to support the club’s growing communication needs. [9]
The crest has remained consistent since its 2018 unveiling and appears on the club’s jerseys, including the primary Heartbeat Kit introduced for the 2025-2026 seasons. [10]
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