FOR IMMEDIATE RELEASE
Charlotte’s New Pro Soccer Team, Crown Legacy FC, Launches Logo Developed by Wilmington’s Creature Theory
WILMINGTON, NC, February 1, 2023 –– North Carolina’s newest professional sports team unveils its name, Crown Legacy FC, and logo. Crown Legacy FC is one of seven clubs who will join MLS NEXT Pro for their inaugural season in 2023.
Tepper Sports & Entertainment, owners of Charlotte FC, NFL Carolina Panthers and Bank of America Stadium, launched Crown Legacy FC as a pathway club to support Charlotte FC—the Carolinas’ only MLS team.
Creature Theory, a branding and design agency located in Wilmington, designed the logo system and associated team branding elements. Crown Legacy FC will share the same blue and black colors of Charlotte FC and the Panthers, yet have a contemporary style and swagger of its own.
“We were awarded the logo and branding work a few months ago based on more than just our design and storytelling experience. We shared a vision with Tepper Sports leadership for Crown Legacy FC to have a distinct character and look. We all wanted this new team to have an ethos that would be unapologetically modern and brave,” Creature Theory Chief Creative Director, Matt Ebbing, notes.
Energetic and a bit edgy, the Crown Legacy FC logo is particularly sleek and contemporary. The focal point, a geometric crown icon, shares the same footprint and four points of the Charlotte FC logo, but has been created in a bold yet minimalist style. The logo is refreshingly progressive for the sports industry, known for comic-like caricatures and complicated crests.
“Our design direction for Crown Legacy FC is 100% looking forward. This is where we see sports logos going,” states Ebbing.
Crown Legacy FC will have its own social media and website, and will also be featured and promoted on Charlotte FC’s established social media platforms.
About Creature Theory
Creature Theory is a creative agency located in the Cargo District of Wilmington, NC. Founded by industry veteran Matt Ebbing in 2017, Creature Theory provides diverse strategy, design and advertising services to help develop, evolve and grow brands.
The Creature Theory team has decades of experience working with start-ups, growth companies and global brands. Their client list includes some of the United States’ best-known and fastest-growing craft beer brands such as Stone Brewing, Sierra Nevada and Funky Buddha, as well as notable brands in the wine, spirits, kombucha, coffee, packaged food, restaurant, hospitality and outdoor industries. Visit www.creaturetheory.com for more information.
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Prepared by Creature Theory
