New Bay Area Soccer Team Partners With Goodby On Branding/Identity


A new women’s soccer team to be known as Bay FC is launching in California’s Bay Area next year and it’s working with Goodby Silverstein & Partners to develop branding and identity assets.  

The team, announced in April as the latest expansion club of the National Women’s Soccer League has the backing of investment firm Sixth Street, which is planning to invest a reported $125 million in the franchise, said to be the largest institutional investment in women’s professional soccer to date.  



Sixth Street has also invested in Real Madrid, FC Barcelona, and the San Antonio Spurs. The firm is also partnered with the New York Yankees and Dallas Cowboys through its majority investment in Legends, a global sports and live venue experience business. 

For Bay FC, Sixth Street has partnered with four former U.S. Women’s National Team players--Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner--who originally launched the effort to bring an NWSL expansion team to the Bay Area.  As the club’s “Founding Football Four,” they will be represented on the club’s majority-women board and will work alongside Sixth Street in setting the team’s strategic direction. 

For the logo identity, GS&P design director Benny Gold created a “B” mark that fuses bridge iconography with classic gothic typography. It's designed to be representative of the Bay Area’s culture and style, drawing inspiration from the iconic Golden Gate Bridge and the Bay’s street art scene. The bottom and top serifs also nod to the fog that blankets much of the region.  

“Street art and street style are central to the soul of the Bay Area and were a big inspiration for this brand,” says Gold. “We designed a logo that people from all over the Bay, and far beyond, would be proud to wear and represent Bay FC.” 

Watch the team's launch video here


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