Atlanta’s NWSL team to be called Atlanta City FC

While Atlanta’s NWSL team is still just under 18 months or so from its 2028 kickoff, it now has a name.

Atlanta City FC.

AMB Sports and Entertainment unveiled the club’s brand identity on Monday, one meant to connect it to its MLS counterpart while including its own unique elements.

“Atlanta is a city that has always forged its own path. Atlanta City FC reflects the energy, diversity, and ambition that define this community, and we are proud to build a club that belongs to Atlanta and represents its future on the national stage,” Atlanta City chief business officer Deandra Duggans said.

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At the center of Atlanta City’s crest is a stylized “A” in the shape of a phoenix, the city’s official symbol, surrounded by a dogwood blossom with four petals “representing unity and connection.” A root system inside the crest “(symbolizes) Atlanta’s rich cultural and historical foundation” and is “a reminder that while the city continues to grow and evolve, its strength is rooted in the people, neighborhoods, and traditions that make Atlanta unique.”

The crest bears the club’s official colors of Atlanta red — meant to differentiate it from the red in the Falcons, Hawks, and Braves logos — along with Georgia peach, platinum metallic, and black char, a color palette named The Soul of Atlanta. A chevron pattern, similar to the one on Atlanta United’s “Kings Kit,” is termed a “unifying thread across Atlanta City and Atlanta United.” The shape of the crest itself is a nod to that of Atlanta United’s.

“When we were awarded an NWSL franchise, our goal was to build a world-class club with a brand that reflects our city’s strength, diversity and spirit. After an extensive process, we’re proud to introduce Atlanta City FC,” Arthur Blank said. “Thank you to our leadership team for their diligent work in bringing this brand to life while incorporating input from the passionate soccer supporters of this city. Our supporters are at the heart of everything we do, and their energy and belief will shape the soul of this club. We can’t wait for Atlanta City FC to take the pitch in a few short years.”

A wide range of individuals, including Arthur and Josh Blank, Atlanta Mayor Andre Dickens, and soccer supporters across the city, along with deposit holders for the club’s Founding Members program, were consulted as Atlanta City worked to develop its identity. The overarching question was how to best reflect the diversity and culture of the city while embracing a soccer-forward approach, AMB officials said during a media-exclusive event. Along with input from its brand panel, staff members from fellow NWSL club Angel City FC also provided some consultation on the process, officials added.

Atlanta City will release its first merchandise during its brand kickoff event at the Southern Exchange Ballrooms on October 4 from noon to 4 p.m. ET. Along with Nike apparel, the club will offer other merchandise through the NWSL’s partnership with Toronto-based Peace Collective, which provides donations to mental health research with every purchase.