Orlando City is rebranding for its launch as a Major League Soccer franchise in 2015, starting on Tuesday with a new crest. The lion that was a major part of its USL PRO brand remains as the main feature of the new logo, as does the color purple.
The new franchise was required to change its logo and its brand upon becoming MLS's 21st franchise, according to the Orlando City press release. The logo and color pay homage to both the USL brand and the old Orlando Lions team that played in the American Soccer League and American Professional Soccer League from 1985 to 1996.
From Orlando City:
Remaining as the central focal point of the logo, is the Lion, indicating strength and pride. The King of the Jungle reflects Orlando City’s successful tenure in USL PRO and reluctance to shy away from an opponent.Orlando's unveiling comes about two months after fellow 2015 expansion team New York City FC unveiled its logo. Atlanta and Miami's expansion teams are still coming up with names and logos, although Atlanta owner Arthur Blank said his team's color scheme will be red, black and gold. Miami's expansion team remains contingent on David Beckham and his ownership group securing a stadium deal.
The logo is also symbolic of a new beginning for Orlando City. The 21 sun flares bordering the Lion signifies the club being named MLS’ 21st franchise in November of 2014.
The sun is emblematic of a new goal for Orlando City. With Florida being widely known as the Sunshine State, the integration of the sun in the new logo describes OCSC’s aspiration to become the team that not only represents the City of Orlando but also the State of Florida.