ADC Awards
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Learn more about ADC105
Category
Brand / Communication Design
Annual ID
ADC104_TYP010B
Ten years since its founding, New York City FC asked itself what it would take to reach the upper echelons of MLS clubs and New York City teams. An ambitious plan that included a new soccer stadium in Queens and significant investment in player development was in the works. But to continue building a devoted base of hardcore fans while inspiring new ones to join would mean reframing what the club stood for beyond the game.
Any team that seeks to stake its claim to NYC needs to live up to the city’s colossal character. Our approach was to develop a visual and verbal identity that embodied the relentless hustle and eclectic spirit of the city. By forging bonds across all five boroughs and celebrating the stories of New Yorkers brought together by NYCFC, we are continuously building the future of our club, our city, and our game.
The club’s new badge builds on its subway token-inspired predecessor, updated with enhanced balance and featuring a refined monogram with proportions that evoke a strength and pride that matches the bold spirit of the city.
At the forefront of the brand identity is a custom typeface, ‘NYCFC’, concepted in-house and drawn by Frere-Jones Type inspired by the New York City subway, which has connected the city’s five boroughs since its construction in 1932. Drawn in two styles, ‘Local’ and ‘Express’, the typeface combines the iconic details of historical pre-unification subway signage with a modern construction and bold attitude.
In addition, the brand’s visual system features an electric color palette, a pictogram library of iconic NYC elements, authentic photography that spotlights players and the city’s eclectic characters, and dynamic mosaic graphic elements built from the topography of the city.
Any team that seeks to stake its claim to NYC needs to live up to the city’s colossal character. Our approach was to develop a visual and verbal identity that embodied the relentless hustle and eclectic spirit of the city. By forging bonds across all five boroughs and celebrating the stories of New Yorkers brought together by NYCFC, we are continuously building the future of our club, our city, and our game.
The club’s new badge builds on its subway token-inspired predecessor, updated with enhanced balance and featuring a refined monogram with proportions that evoke a strength and pride that matches the bold spirit of the city.
At the forefront of the brand identity is a custom typeface, ‘NYCFC’, concepted in-house and drawn by Frere-Jones Type inspired by the New York City subway, which has connected the city’s five boroughs since its construction in 1932. Drawn in two styles, ‘Local’ and ‘Express’, the typeface combines the iconic details of historical pre-unification subway signage with a modern construction and bold attitude.
In addition, the brand’s visual system features an electric color palette, a pictogram library of iconic NYC elements, authentic photography that spotlights players and the city’s eclectic characters, and dynamic mosaic graphic elements built from the topography of the city.
2025 Awards
Total Points: 9
Bronze Cube
Credits
Design Firm
Gretel / Brooklyn
Type Foundry
Frere-Jones Type / Brooklyn
Client / Brand
New York City FC
Creative Director
Justin Au
A.a. Trabucco-Campos
Executive Creative Director
Ryan Moore
Motion Designer
Alaijah Hampton
Type Designer
Tobias Frere-Jones
Nina Stössinger
Associate Strategy Director
Ian Beckman Reagan
Head of Design
Dylan Mulvaney
Head of Strategy
Kasia Galla
Senior Designer
Étienne Murphy
Senior Motion Designer
John Choi
Principal
Greg Hahn
Senior Project Manager
Murad Assaf
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