We began with a comprehensive survey of national and international soccer logos and sports team logos in general. With a clear picture of the competitive landscape, we identified where we wanted to go: a classic soccer logo, flat and undimensionalized, that acknowledged San Jose’s rich history and that expressed the idea and energy of an earthquake. We studied the club’s complex past, from its days in the NASL, to its first MLS incarnation as the Clash, to adopting its original name of the Earthquakes in 2000, its two championships and subsequent departure, and its recent franchise revival in 2008.
Based on Discovery, we wrote the Quakes Code: Unity, Devotion and Heritage. Unity expresses the close connection between the club and the community; Devotion expresses their shared love of the game and the club’s devotion to its fans; and Heritage honors the club’s rich history, which began in 1974. We created a Brand Constitution, a comprehensive timeline of the club’s history from 1974 to the present. And for the logo we engaged our team of designers to concept a broad range of compositional possibilities. Through an iterative process over several months, a winning design was selected and submitted for approval by the club to MLS and its apparel partner adidas. We also developed a Visual Center; designed a reveal event for the club; developed a comprehensive marketing strategy for the new identity; and continue to work with the club on stadium campaigns and activations.