Giving Madison’s First Professional Soccer Team a Forward-looking Identity

We created a visual identity for Madison's first pro soccer team that speaks to insiders and intrigues everyone else.

Since Madison is several thousand clicks north of the nearest natural flamingo habitat, we can’t blame non-Madisonians if they do a double-take when seeing the logo we created for our city’s new Forward Madison minor league soccer team. Locals, though, catch our drift right away, and that was our goal all along.

We’re proud to see our work getting noticed in places like Little Black Book and Madison Magazine (where you can read more about the history of Madison’s flamingos, and the many Easter eggs hidden within the team crest), but we’re equally fired-up that the soccer community worldwide has vocally embraced this unconventional new crest, to wit:

Let's go Forward!

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