Seattle Sounders

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Seattle Sounders


Seattle Sounders


  • Branding
  • Creative Direction
  • Campaign


February 2019

Born in ’74,
Raised in ’09

2019 marks 10 years in MLS for the Seattle Sounders. For this monumental year the club introduced Zulilly as their new jersey sponsor and a brand new away kit. Amidst all of these new and exciting changes the club was in need of a way to retain continuity while building excitement in their branding efforts. The Sounders challenged Column to develeop a brand system to for their team to use as a versatile tool kit for 2019’s year-long campaign.

The brand system we created was very comprehensive as it had to perform 3 main functions. First, it had to stay fresh over the course of the season. We achieved this by developing a wide range of assets tailored to emphasize different aspects of the Sounders experience, from the game to fandom. Second, this system had to be simple to execute. With the internal team sometimes only having 15 minutes to create in some instances, they needed an easy to access toolbox and creative framework to efficiently execute on creative requests. Third and almost most important, it had to exude the spirit of the Sounders. This was done through the development of graphics that inject the energy found on and off the pitch and pairing them with elements that spoke to the focus, precision and dedication of the players.

Hand-done Assets

The hand-done elements were created to provide energy—evoking the emotion of a Sounders matchday atmosphere. They help to emphasize the action of a player, infuse a Sounders mantra with emotion, or inject excitement into a piece.

Technical Assets

The technical elements were created to emphasize the flow of the game and the focus of the players. Additionally, in these graphics there is a subtle nod to the orca via emanating sound/sonar waves. Being that the orca was the original mascot for the Sounders and the marking of a historical year, we thought it only natural to incorporate this idea into the system.

Style Guide

We further assisted the club by creating a variety of executions of the brand system along with a very robust style guide accompanied by hundreds of hand made graphic assets, Lightroom Presets and design frameworks.