Atlanta City FC reveal crest and colours ahead of 2028 NWSL debut
Atlanta City FC has unveiled its name, crest and colours as the NWSL’s 17th franchise moves toward its first season.
Key takeaways
- The Atlanta club was granted an NWSL expansion place in 2025.
- Supporters, founding-member deposit holders, local leaders and AMB Sports and Entertainment staff contributed feedback to the identity process.
- The badge combines a Phoenix, a four-petalled Dogwood flower, roots and a concealed letter A.
- Atlanta City FC will stage a supporter event on Sunday, Oct. 4, including sales of inaugural merchandise.
A club identity built around Atlanta
Owner and chairman Arthur M. Blank said the aim from the moment the franchise was secured was to establish an elite club whose image matched Atlanta’s “strength, diversity and spirit”. He credited the leadership group for developing the brand while listening to the city’s soccer fanbase.
Blank said supporters would be central to the club’s character and added that Atlanta City FC was looking forward to getting on the field in the coming years.
Chief business officer Deandra Duggans said Atlanta had long made its own way and described the new club as a reflection of the area’s energy, diversity and ambition. She said the team was intended to belong to the city while representing its future nationally.
The club said its purpose extends beyond professional football, with Atlanta City FC intended to bring communities across the region together and support the continuing rise of women’s sport in the city.
What the new crest represents
The final design draws on Atlanta’s reputation for creativity, construction and forward thinking, using the city’s history and bold visual identity as its base.
Its Phoenix represents resilience. The Dogwood’s four petals stand for connection and unity, while the roots refer to Atlanta’s foundations and past. A hidden A completes the badge as a direct reference to the city.
Fans will be able to examine the club’s identity in person at the Oct. 4 launch event, where inaugural Atlanta City FC merchandise will also be available.
