@loucityfc has a contentious branding history. As a Kentuckian, I've followed the saga closely & have compiled a historical thread of its poor decision-making & eventual recovery. Semi-pro, small college, HS teams or organizations w/ small-to-midsize brand budgets, take note.

On June 4th, 2014, Orlando City's USL franchise rights were relocated to Louisville, KY for the forming of Louisville City FC. Soccer fans in Kentucky were excited about a pro team coming to the region; however, upon the unveiling of the new logo, a social media roasting ensued.

Panicking from immediate backlash, LCFC reneged & crowdsourced a design contest paying the winner $500 & tix to the inaugural game. The logo of a then 24-year old production designer at a small local studio, who was a sports logo hobbyist, was chosen. https://www.courier-journal.com/story/sports/soccer/2014/06/22/louisville-city-fc-unveils-abstract-new-logo/11239175/

The final logo was chosen by a 'team of 10 designers & club officials' according to the @courierjournal and became the official logo of LCFC for 6 years; seeing two back-to-back USL Championships in 2017 and 2018, as well as a near '3-peat' as runner-up in the 2019 final.

In January 2020, the club unveiled a new logo—chosen after 100+ iterations—designed by their agency-of-record since 2018, @DoeAnderson, a Mad Men-era traditional advertising agency who also is responsible for the famous advertising of Makers Mark bourbon.

https://www.lanereport.com/100163/2018/04/doe-anderson-to-help-take-loucity-fc-brand-to-next-level/

This logo also faced public scrutiny; not only from the supporters of LCFC, but from the global soccer community as well. The club once again reneged within 3 days, apologizing to the public, vowing to hire a sports branding expert for its next iteration.

https://www.bizjournals.com/louisville/news/2020/01/07/louisville-city-fc-to-enlist-branding-expert-on.html

Through recommendations from other USL organizations, the club acquired the services of a freelance logo designer specializing in soccer, @wolffmatt, formerly of Nike Soccer and a design contributor to the world world-famous famous Nigerian Nat'l Team kits of the 2018 World Cup.

In July of 2020, LCFC had its first branding win so-to-speak with the logo unveiling of its @NWSL affiliate, @RacingLouFC. The logo and color scheme were very popular amongst supporters, Louisvillans, and fans of the women's game.

Piggybacking on the success of its NWSL affiliate, the club pursued a safe evolution with its latest LCFC logo unveiling on Nov. 17th. The new logo is a competent & traditional execution aligning visually, with deliberate intention, to its sister club in iconography & typography.