Brand identity, 2023
New York City FC is an American professional soccer club based in New York City that competes in Major League Soccer.
To capture the spirit of our club and city, we developed The Five Borough Bond— a creative platform that serves as our core ethos and guiding metaphor. The Five Borough Bond embraces contrast and juxtaposition, a wild mix of ever-changing local flavors and iconic legacies. The relentless hustle and colossal scale of the city—edgy, tough and resilient— enriched by the pulsing rhythm and poetic beauty of everyday life, interwoven with unexpected moments made possible through eight million interlocking stories.
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.
Gretel: Ryan Moore, Justin Au, Dylan Mulvaney, Andrea Trabucco-Campos, Etienne Murphy, Alaijah Hampton, John Choi, Hayato Yamane, Ian Beckman Reagan, Kasia Galla, Murad Assaf, Ian Chen
Type: Justin Au, Tobias Frere-Jones, Nina Stössinger, Christine Bateup