OL Reign was the name and visual identity of Seattle’s National Women’s Soccer League (NWSL) franchise from 2020 through 2023, following the acquisition of the club by OL Groupe, the parent company of French club Olympique Lyonnais. The identity replaced the previous Reign FC branding and was itself replaced in 2024 when the club returned to the Seattle Reign FC name and a reimagined version of its original crest.
Design and History
The OL Reign name and badge were unveiled on March 6, 2020, after OL Groupe acquired an 89.5% majority stake in the club in December 2019.[1][2] The rebrand was developed by the branding agency FutureBrand, which was entrusted with the club’s new brand identity, naming, and look and feel following the takeover.[3][4]
The new badge featured a modern interpretation of the lion, described by the club as “the most sacred symbol of Lyon,” which first appeared in the coat of arms of the city of Lyon in 1320.[1] The lion replaced the crowned queen that had been the centerpiece of the previous Reign FC crest.[5] The lion sat within a shield inspired by the original Reign FC badge, which was the primary element carried over from the prior identity.[1][2]
The club retained its nickname, “The Bold,” and the branding highlighted the serendipitous placement of “OL” within “BOLD” to reinforce the connection between the two clubs.[1][3]
In January 2024, the club announced it would return to the Seattle Reign FC name ahead of the 2024 NWSL season, marking the fourth iteration of the club’s name and crest.[6] The new crest reimagined the original queen design from the club’s inaugural 2013 season with a refreshed color palette.[7]
Meaning and Symbolism
The lion in the OL Reign badge symbolized strength and determination, and in modern parlance, grit, which the club described as a core value of both the club and the city of Seattle.[1] The primary colors used in the badge, blue, red, and gold, tied directly to the coat of arms of Lyon as well as to the brand identity of Olympique Lyonnais.[1][8]
Typography and Design
FutureBrand described the brand as “fierce and gritty, bold and sharp,” inspired by both club colors and player personality.[3] The badge’s lettering was noted as similar in style to the previous Reign FC font, with the name changed to “OL Reign.”[9] The shield element and typography from the original Seattle Reign FC logo were carried into the new design, with the lion replacing the crown at the center.[10]
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