The Kansas City Current is a National Women’s Soccer League (NWSL) team that unveiled its permanent name, crest and colors on October 29, 2021, at halftime of its inaugural season finale. The brand was developed by Willoughby Design, a Kansas City-based, woman-owned brand strategy and identity firm that also created the team’s interim branding for its first season.[1][2]
Design and History
The Current’s permanent crest departs from the circular teal mark the team used during its 2021 season under the temporary name KC NWSL.[1] The new design features a river current pushing beyond the boundaries of a traditional soccer crest shape, a vertical “KC” and two stars representing Kansas and Missouri.[1] The vertical format was intended to communicate the upward momentum of the team and the support of the women and Kansas Citians who built the foundation.[1]
According to Willoughby Design, the bold “KC” stands tall reversed out of Heartland Red, while the Teal crest is open on both sides, allowing the Storm Blue river to rush through it.[3] The two stars honor the two states and the two sides of the river that unite Kansas City.[3]
The name “Kansas City Current” was selected from hundreds of suggestions provided by stakeholders and fans through round tables, one-on-one discussions, Founding Member surveys and an in-stadium survey at the team’s first match.[1] The name pays homage to the Missouri River, which runs through Kansas City, and to the team’s plans for a training facility and stadium located on the river.[1] Co-owner Angie Long described the name as powerful, noting it refers to “both current in the water and the current of energy and motion.”[2]
The team’s interim crest, revealed in January 2021, focused on a large “KC” and also featured two stars representing Kansas and Missouri. Its stripes referenced the region’s railways and crossroads, with a nod to the Santa Fe, Oregon and California National Historic Trails that cross Kansas City.[4]
Meaning and Symbolism
The crest and team colors are an evolution of the inaugural season colors, with Teal and Heartland Red carrying over to the permanent crest. According to the team, Teal signifies optimism, hope and inclusion; Heartland Red represents the team’s location in the heart of the country; and Storm, an intense deep blue, is a grounding color symbolic of strength, determination and power.[1]
The river current in the crest is representative of the power and promise of the athletes, while the two stars represent Kansas and Missouri.[1] Willoughby Design describes the river theme as reflecting the relentless energy of the Missouri River, which inspired the name direction after the team solidified stadium and training facility locations along the riverfront.[3]
Typography and Design
The new brand identity includes a wordmark and a proprietary, hand-drawn font that reflects the movement and power of the brand.[1] Willoughby Design describes the brand as including “a wordmark and alphabet of custom, proprietary type, along with a system of dynamic support graphics.”[3]
The team’s official brand standards specify that the primary logo and wordmark must be used in the specified brand colors, scaled proportionally, and maintained with a clear zone around them.[5]
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