A permanent identity for American soccer

A foundation for future generations

AKQA partnered with the U.S. Soccer Federation to create the brand identity for the Arthur M. Blank U.S. Soccer National Training Center, establishing a lasting presence for the future of the sport. Drawing from the federation’s crest, the American flag and the architecture of the facility itself, the identity system was designed to scale across every touchpoint, from athlete development and community programs to broadcasts, tournaments and national teams. The result creates a unified public identity for a sport experiencing rapid growth and rising cultural significance in the United States.

Insight

A century without a dedicated home

Throughout U.S Soccer’s history,teams relied on temporary venues. Coaches, referees and staff navigated fragmented systems. As soccer continues to gain cultural prominence in the U.S., the federation lacked a central hub for a sport expanding in scale and influence. Now, the opening of the Arthur M. Blank U.S. Soccer National Training Center in Atlanta marks a shift for the sport: 200 acres designed for all 27 national teams, athlete development, community access and the future of the game itself. U.S. Soccer needed a cohesive identity to unite fans, players and stakeholders under a shared vision for the future.

Idea

Designing the future face of U.S. Soccer

AKQA created the brand for the Arthur M. Blank U.S. Soccer National Training Center that symbolises both a solid foundation and a constant sense of forward motion, where athletes compete to be the best. The new identity draws from the U.S. Soccer crest, the American flag, and the facility’s design. Five structural stripes ground the mark, embodying the principles guiding the center: Steadfast, Courageous, Inspired, Relentless and Historic.

The system is built to scale across venues, experiences and player generations. It creates unmistakable visibility on training gear, signage, community initiatives, broadcasts and tournaments. Gold joins the palette as intent, not decoration. A signal that the federation’s ambition reaches beyond participation toward leadership on the global stage.

Impact

The new centre of American soccer

The facility unites all national teams in a setting engineered for peak performance, accessibility and sustained growth. It features 17 playing fields, over 400,000 square feet of facilities, specialised coaching and referee education spaces and advanced performance infrastructure.

For the first time, U.S. Soccer has a visible public home for athletes and the broader community. The identity system establishes a lasting presence for the sport, while the National Training Center strengthens the future of soccer in the United States.