Boston Legacy FC Is In Its Trust-Building Era With New Logo, Identity

Forbes

3 hours ago

Boston Legacy FC unveiled its new crest and visual identity on June 7.
Launching a new sports franchise in today's day and age is no easy feat. Financial logistics aside, ensuring the organization's branding and marketing is seemingly flawless is of the utmost importance, especially with critics quick to share their displeasure on social media.
Establishing brand equity in a highly competitive sports market dominated by legacy brands is a delicate balance as upstart franchises try to create their own identity to stand out from the crowd.
Boston Legacy FC, the NWSL expansion franchise formerly known as BOS Nation FC, learned this the hard way as it now seeks to build trust amid a rebrand before stepping on the field.
'There are no shortcuts to trust, frankly,' Boston Legacy FC chief revenue officer Amina Bulman said. 'It's won conversation by conversation, day over day. We're putting in the work and we're trying to show our fans, our collaborators and our community that we're in it for the long haul, and we really appreciate and value that they've given us a second chance to build a brand they can be really proud of.
'I think folks sense when you're really authentic about that and they are still working with us and walking with us as we build this organization.'
Led by Boston Unity Soccer Partners, an all-female ownership group comprised of Jennifer Epstein, Stephanie Connaughton, Ami Danoff and Anna Palmer, the expansion side set to take the field in 2026 faced its first setback in October 2024 after unveiling its original name—an anagram for 'Bostonian'—and a questionable accompanying marketing campaign titled 'Too Many Balls,' that many deemed offensive.
The club apologized and retracted most of its marketing before officially announcing a rebrand in March, and thus, Boston Legacy FC was born.
With a new name in tow, the club needed to double down on its crest, branding and visual identity in order to avoid any further setbacks and discontent. During a five-month design process led by renowned graphic designer Matthew Wolff, the club listened, learned and compiled information and feedback via focus groups, stakeholder interviews, and quantitative and qualitative research.
Boston Legacy FC unveiled its new crest and visual identity on June 7.
The new Boston Legacy FC crest and visual identity pays homage to a Boston staple of integrity and ... More grit, the swan.
Paying homage to a cultural fixture of Boston and the Emerald Necklace, which features Boston Public Garden, the swan is a 'relentless protector, renowned for being loyal to the end and aggressively territorial.' Its eight feathers represent the eight original NWSL teams, including the Boston Breakers, with more specific symbolism and subtleties throughout.
'I think folks are so excited about the narrative behind the swan and they really get how it stands for both Boston and women's sports in the NWSL,' Bulman said. 'So I've been thrilled with the reception.'
The Boston Legacy FC rebrand was a different animal for Bulman, who was part of the Washington Commanders' rebrand after the legacy NFL franchise announced in July 2020 it was retiring its 'Redskins' name it had used since 1933. The team was known temporarily as Washington Football Team from 2020-21 before announcing in 2022 it would be known as the Commanders moving forward.
'The Redskins brand had been around for 90 years,' said Bulman, Washington's former chief brand & strategy officer. 'People remember going to games with their grandparents so there was all this brand equity built up in the existing organization. It was really deeply emotional for people to go through that rebrand.
'One of the things that made rebranding (Boston Legacy) different was that lack of history, but people had such deeply emotional responses to that first brand launch, so we really had to start with the basics and rebuild trust from Day 1. When you don't have a long track record, there isn't that time to build trust and you don't have that long history to build back on—those many years of history fans still hold dear. For us, it was really about, 'Let's throw everything out the window and start from scratch and build this hand-in-glove with our fans.''
Still a year out from officially competing in the NWSL on the field, Boston Legacy recently confirmed it would play its inaugural season at Gillette Stadium in nearby Foxborough, Mass., as it continues the redevelopment of its home at White Stadium in Franklin Park via a public-private partnership with Boston Public Schools.
Despite the temporary home for 2026, Bulman said the club's inaugural season will benefit from the pedigree and history of Gillette Stadium, home to the New England Patriots and New England Revolution, as they put the final touches on White Stadium in anticipation of its sophomore campaign.
'(Next year) for us is about introducing our fans to the sport and the club, and 2027 will be the season we welcome them home to White Stadium,' she said. 'We're very excited to be launching at Gillette—it's the home of the World Cup next year, it's a world-class venue and it's the stadium people know when they think about New England.
'So in terms of our goals in Year 1, which need to be about introducing our club and our brand to fans, having Gillette as a partner is incredible. I'm also very glad we're going to be building our own stadium. Women's sports deserve their own venues and this is going to be a professional-grade, all-electric stadium, purpose built for women's sports.'