USL is currently ranked as the third soccer division in the US – behind Major League Soccer and the North American Soccer League – but is reported to be applying for second division status.
The new USL identity system follows in the footsteps of last year’s MLS rebrand, which also saw the introduction of a flexible identity system that can be adapted for each member club’s colours.
The MLS rebrand was conducted by an in-house team working with consultancies Gigunda, Athletics and Berliner Benson, while the new USL identity has been developed by Good Omen Partners, Red Antler and Steve Haslip.
USL says its new identity features “design cues more akin to a 21st century start-up than those of a monolithic sports league”.
It says the new logo is “inspired by the geometry of the field”, while the lettering appears as a stencil to “hint at its flexible use”.
USL says it wants the clubs and fans to develop their own versions of the logo, saying: “As the principles of marketing change, our design is agile and iterative. Our new logo is not a corporate logo by a tribal mark to be worn with passion.”