Racing Louisville FC is the National Women’s Soccer League (NWSL) club based in Louisville, Kentucky, that began play in 2021. The club’s identity was unveiled on July 8, 2020, and was designed by the Matthew Wolff Design firm, which also created crests for Los Angeles FC and New York City FC. The logo combines the fleur-de-lis with a color palette of lavender and midnight violet. [1]
Design and History
Louisville was announced as the NWSL’s fourth expansion market in October 2019, and the club’s name and logo were unveiled on July 8, 2020. [2] The club is backed by Soccer Holdings, LLC, the same ownership group that manages Louisville City FC, and both clubs share Lynn Family Stadium. [1]
The name “Racing” was chosen as a nod to local tradition and to the global game. Racing is a moniker used around the world by soccer clubs located close to auto, horse and cycling tracks, and its use in Louisville marks the first time the name has been used in the United States, with the city being home to Churchill Downs and the Kentucky Derby. [1]
The identity was developed by Matthew Wolff Design, commissioned by Soccer Holdings. Designer Matthew Wolff spoke with hundreds of fans and female soccer players during his process in deciding to use the fleur-de-lis as the club’s key design element. [1] The original crest, which remains the club’s primary mark, is a roundel featuring four fleurs-de-lis and two intersecting lines. [3]
The core identity has remained consistent since its 2020 launch, with the crest appearing on each subsequent kit release. The club’s 2023 Houndstooth Kit, for example, featured the crest with the four fleur-de-lis and “Racing Louisville Football Club” in midnight violet. [4] The 2026 Disco Kit retained the Racing crest, presented in white on a black field. [5]
Meaning and Symbolism
The fleur-de-lis is the central graphic element of the crest. Wolff explained that Louisvillians view their city as the intersection of the south and midwest, and that the fleur-de-lis is firmly embedded into Louisville’s history and culture as a symbol of identification and a point of pride. [1] The club stated that the four fleurs-de-lis represent a century of French heraldry and serve as a symbol of identification and pride for the city of Louisville. The logo also features two intersecting lines that represent the city both geographically and as a crossroad. [3]
Lavender and midnight violet were introduced as the club’s defining colors. Wolff said lavender is unique to Racing Louisville FC, as no other professional sports team in the country features that color. He selected lavender to sit comfortably alongside Louisville City FC’s deep purple, since the clubs share ownership and facilities. [1]
Typography and Design
The crest is a circular badge that combines the four fleur-de-lis with the words “Racing Louisville Football Club” arranged around the mark. [4] The official launch materials identify Matthew Wolff and his firm as responsible for the identity but do not name a specific typeface used in the crest, so no font attribution is documented.
The fleur-de-lis has been extended beyond the crest into the wider visual identity. The 2022 Mint Kit featured mint-colored fleur-de-lis in the same formation as the center mark of the crest, and the 2025 Roots Kit included images of pressed lilies, which are stylized on the crest as a fleur-de-lis. [6] [7]
Frequently Asked Questions
What does the Racing Louisville FC logo feature?
The crest features four fleur-de-lis and two intersecting lines within a circular badge, surrounded by the words “Racing Louisville Football Club.” The fleur-de-lis was selected because of its connection to Louisville’s history and culture. [3] [1]
Who designed the Racing Louisville logo?
The Racing Louisville FC identity was created by Matthew Wolff Design. The club’s official announcement credits the firm and identifies Matthew Wolff as the designer behind the crest and colors. [1]
Why does Racing Louisville use a fleur-de-lis?
Matthew Wolff selected the fleur-de-lis after speaking with hundreds of Louisville fans and female soccer players. He explained that the symbol is firmly embedded into Louisville’s history and culture and serves as a symbol of identification and a point of pride. [1]
Why is Racing Louisville purple?
The club launched with lavender and midnight violet as its colors. Wolff explained that lavender is unique to Racing Louisville FC, as no other professional sports team in the country features that color, and he selected it to sit comfortably alongside Louisville City FC’s deep purple. [1]
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