The newest team in the NWSL revealed its club name and crest on Wednesday. Racing Louisville FC will begin play in 2021, the NWSL's ninth season. The club's arrival will make it the 10th franchise in the league, and give the NWSL an even number of teams for the first time since the Boston Breakers folded in 2018.
Racing Louisville FC revealed its new crest, colors, and name in a video explaining the details behind the process of creating the team's brand from designers Mathew Wolff.
Introducing … ⚜️ pic.twitter.com/UTNgQS61m5
— Racing Louisville FC (@RacingLouFC) July 8, 2020
The initial announcement of expansion took place in 2019, with a trademark filing for a brand and name that was "Proof Louisville FC." A play on the state of Kentucky's bourbon industry and perhaps an effort to connect with older fans, the trademark filing was met with mixed reaction on social media from NWSL fans. The front office heard the feedback, and quickly reconsidered. Racing Louisville FC pays homage to the Kentucky Derby and other parts of the city's heritage, like the fleur de lis. The club crest and branding will rep the colors don lavender, deep violet and feature mint green accents.
The reveal of the new club name and franchise colors come with the NWSL Challenge Cup is currently underway in Utah. Eight clubs are participating, as Orlando Pride had to withdraw due to multiple positive COVID-19 cases. Group play for the tournament concludes Monday with knockout rounds beginning July 17.
