FC Dallas is the Major League Soccer club based in Frisco, Texas, that was founded in 1996 as the Dallas Burn and rebranded under its current name in 2004. The club’s visual identity centers on a shield-shaped crest featuring a steer named “Tex,” a design that has remained in continuous use since its introduction.
Design and History
The FC Dallas crest was created by Richard S. Levy, MLS Creative Director, in conjunction with Hunt Sports Group and New York-based Firefly Design. It was unveiled in August 2004, ahead of the club’s move from the Dallas Burn name to FC Dallas for the 2005 season. The new identity was designed to coincide with the organization’s relocation to a new soccer-specific stadium in Frisco, Texas. According to the club, the change was made “to create a fresh, new, vibrant team identity that parallels the image of the new facility and the history of the game in North Texas.” [1] [2]
The shield features a steer named “Tex” as its primary element. The animal references the cattle industry that played a major role in North Texas history during the 1800s, when trails including the famous Shawnee Trail ran through both Dallas and Frisco. The club notes that the name “Tex” was inspired by Charley Goodnight’s “Old Blue,” a mixed-breed steer known for leading cattle herds to railheads. [1]
The crest incorporates two elements from the club’s past. The “96” above the steer’s head represents the year the franchise was established in Dallas. The old Dallas Burn logo is also referenced: the flame from the original fire-breathing horse icon appears as a distinctive mark on the steer’s forehead. [1] [2]
The original Dallas Burn identity, created by Nike at the time of the club’s formation, featured a fire-breathing horse with lightning for legs. That logo was retired when the club adopted the FC Dallas name. [3]
Meaning and Symbolism
The shield’s official colors are Republic Red, Lonestar White, Bovine Blue, and Shawnee Silver. These colors mirror those of the United States and Texas flags. [1] [4]
The “96” numeral above the steer’s head signifies the year the franchise was established in Dallas. The flame mark on Tex’s forehead is the exact same flame from the old Dallas Burn logo, preserving a visual link to the club’s original identity. [1] [2]
At the time of the unveiling, owner Lamar Hunt said the new logo represented “tremendous strength” and that “it says something about the team’s tradition.” [2]
The shield format itself was a deliberate choice. After studying top clubs around the globe, the team decided that the best soccer logos featured a “shield” or “badge” shape, and the new identity was designed to “look and feel like a soccer logo should.” [1]
The crest has remained the club’s primary mark since its introduction in 2004. In 2026, FC Dallas introduced a holographic version of the crest on its primary jersey, adding “a dynamic star detail, a subtle nod to Texas’ Lone Star identity.” [5]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
