Tell us a little about the work, when did you get the project? 

This project came to me in January – It was a great way to start the year. A contact of mine who I had worked within the past, recommended me to the ownership group at New Amsterdam F.C., they had seen my previous work and designs that I had done for other football teams and they gave me a call to discuss the project. I was instantly excited and could wait to design something iconic for the world greatest city – New York City.

How long have you been working on this project? 

In total, the project took 2-3 solid months – and I loved every minute of it. It is such a pleasure and responsibility to design logos for football teams, as it will mean so much to the supports of the teams and the game, so I have to get it right and make sure the logo is perfect. I always do a lot of research when designing a brand for a football team, and I explore all avenues. I completed the design of the logo in around 2 months, after a lot of testing and tweaking. After completing the logo, I worked on other important brand elements, such as the football club’s secondary logo and the club’s social media templates, as well as a short launch video.  

What were the main requirements of this logo? 

The ownership group had seen my previous work and knew that I had a good experience with projects like this, and so they were very open with me and trusted my process without placing too many requirements on me. I put a lot of requirements on myself when I am designing, as I know what works and what doesn’t work in football brand design. 

One requirement was that the logo design has to have the name ‘New Amsterdam Football Club’ within the design, and so from there, it built out the logo, the brand and visual theme – As the football club was called ‘New Amsterdam F.C.’ – New York City’s original name, I wanted to give the design an old-world feel, and the idea of the 16-century ship (which sit at the centre of the logo) would symbolize the arrival of the Dutch explorers arriving in North America.

I also made sure that the football club’s typography had that ‘old world’ feel and would work well with 16th-century ship design (you cant have modern typography with a 16th-century ship so dominant within the logo)   

Did you make a logo for a football club before? 

Yes, I have, I have worked with teams in England (Alfreton Town F.C., Taunton Town F.C.), and here in the USA (Napa Valley 1839 F.C.), I always try to make sure that I design logos for football teams that are iconic, and memorable – but also practical and scalable.

Who are your favourite football team logos in the US and the rest of the world? 

Wow, good question! 

• I thought that Juventus’ logo redesign was very clever. It’s such a simple design, but has so much hidden meaning and is very relevant to the history of the club and those iconic stripes. 

• Nottingham Forest has a classic logo, that has stood the test of time, it is simple and descriptive, and scalable and practical. It was designed many years ago and yet it still feels modern and fresh today. 

• Scunthorpe United also have a great logo, it is different and iconic, bold and memorable. (it could be improved in areas, but I love how memorable it it.

• In the MLS there are a lot of great designs: I like the Vancouver Whitecaps logo design – It again is so simple but with so much meaning that is relevant to the Vancouver. I love the unique shape and symmetry of the design. I love how it displays the mountains as well as the reflection of the mountains in the water as well as the hidden VW (clubs initials) within the design – Its a great design.

• In Russian football, I like CSKA Moscow’s logo. I like the unique shape of this design, as well as the incredibly strong typography, and how all the rich colours work together really nicely.

The great thing about football brands is, you don’t have to be the best team, to have the best brand in the league.

If you can, tell something about money for this deal? 

Out of respect for my clients, I don’t talk about prices, however, when I have the privilege and responsibility of designing for a football club, the money isn’t that important, it is more important to make sure that the football club has the best logo and brand, that is relevant to them, and the community that they represent, as as well as ensure that the football club is set up for success with their brand. 

Do you know Laurence Girard? Is it a person who contact you about this logo?

Yes, Laurence Girard is the lead of the ownership group. It has been great working with him. He is very direct (which I like), loves football, and he makes quick, smart decisions.

Further reading: https://www.sports.ru/

Further reading: https://www.footballbranddesigner.com/case_study/new-amsterdam-f-c/