Branding
My Role in Shaping the Brand Foundation of FC Cincinnati
Designer Erwin Sala reflects on his role in shaping the early brand foundation of FC Cincinnati — from name and colors to the visual symbolism still present in the club's identity today.
Jul 28, 2025 - 4 min
By Erwin Sala
Key takeaways
- Designer Erwin Sala reflects on his role in shaping the early brand foundation of FC Cincinnati — from name and colors to the visual symbolism still present in the club's identity today.
- Positioning and brand clarity remain central themes in this article.
- Use this article as context for founder-facing strategic decisions.
Questions explored
- What is the core positioning challenge here?
- Which choices increase clarity for the audience?
- What practical next step follows from this insight?
Why this matters
Designer Erwin Sala reflects on his role in shaping the early brand foundation of FC Cincinnati — from name and colors to the visual symbolism still present in the club's identity today.
Overview
Before FC Cincinnati had players or fans, it had an idea — and I had the chance to help shape the club's name, colors and early creative direction. In this article, I reflect on my role in that brand foundation, and how some of those decisions still resonate today.
Continue with the systems approach, explore the direction session format, or review related case studies.