Long story short: Atlanta’s future Major League Soccer team unveils its team’s logo (above).

Like the vast majority of the newer sports logos coming out, Atlanta United FC (Futbol Club)’s newly unveiled logo, is basically a pog. And why wouldn’t it be? Pogs are perfect circles and perfect circles are safe, sort of versatile, and nothing says “trying to fit in,” like doing what everyone else is doing, when it comes to the notion of branding a professional sports franchise.

Well, it really could have been worse, and frankly, Atlanta United FC is a way safer name than if it were something that were trying to pay too much homage to the city, like one of the various corporations that runs roughshod throughout the rest of the city.

But the reason that I decided to take this story and brog about it, is naturally all the rhetoric that is spewed out to justify a design, because when the day is over, most of it is utter bullshit, and really boils down to the fact that those in charge, AKA those who paid the most money, AKA probably Arthur Blank, co-CEO of Home Depot, decided that something fit their personal aesthetics.

Continue reading “I’m sure this logo will look great underneath a giant orange THE HOME DEPOT logo” →