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Our City Extra: Anatomy of a Brand
Relieving a building of anticipation, Orlando City launched its new crest last May. Most Orlando City fans loved the new logo and embraced it with the same level of excitement that they would later be showing the club during its inaugural campaign.
Now that the badge and all its internal elements have become a crucial part of fans experience with the club, I wanted to revisit the branding. How effective are its symbols and elements?
The above launch video for Orlando City’s MLS badge reveals the thinking behind the crest. Let’s break those down individually:
"City"
It is all in the name. The "City" moniker is well placed in both the club's badge and its overall brand. As long-time residents of the City Beautiful will know, we've been a city building its identity for a very long time.
When MLS launched in the early 1990s, it chose “typical” American sports monikers for the most part, while trying to give them unique names. Teams like the Dallas Burn and San Jose Clash filled out the MLS league table. As the league began to better understand the nuances of the U.S. soccer landscape, they re-branded the clubs with more traditional footballing names. The Dallas Burn became FC Dallas, for example.
“City” fits perfectly into this more updated branding of MLS clubs. It harkens back to our early connections with Stoke City, and there were no clubs in MLS with the “city” name. Through a strange turn of events, Orlando City launched its inaugural campaign with fellow newcomers New York City FC. Orlando could not have seen that coming in 2011 when they were just an MLS hopeful, and the New York Cosmos were the front runners for the “second MLS team in New York” position. This means that this MLS season has become a “Tale of Two Cities” so to speak.
Despite having to share the "City" moniker with New York, this has been extremely effective in helping to both brand the club but also more importantly marry the club to the "City Beautiful."
Purple
Long time fans of the club will remember a time when purple was merely an accent color to the overall red and white color scheme. Our first USL championship game in 2011 was even billed as a chance to "Paint the City Red."
Red is, of course, an iconic footballing color, that conjures teams like Arsenal, Liverpool, and Manchester United. Domestically, the Chicago Fire, Toronto FC, Real Salt Lake, New York Red Bulls, and FC Dallas all wear red as a primary color for their kits. While founder Phil Rawlins almost certainly chose red and white to honor his hometown club Stoke City, the City front office intelligently shifted to the unique purple.
After Italian club Florentina and Spanish side Real Valladolid, only the biggest world soccer junkies or the most avid of FIFA 15 players could name a team that lines up wearing purple. (For the record, these are the teams that wear purple that I could find: Perth Glory (Australia), Austria Vienna (Austria), KFC Germinal Beerschot (Belgium), Toulouse FC (France), Újpest FC (Hungary), Fiorentina (Italy), FC Argeş (Romania), Politehnica 1921 Ştiinţa Timişoara (Romania), NK Maribor (Slovenia), Real Valladolid (Spain), Real Potosi (Bolivia), Deportes Concepción (Chile), Defensor Sporting (Uruguay), Sanfrecce Hiroshima (Japan), Kyoto Sanga FC (Japan), Deportivo Saprissa (Costa Rica), Fovu Baham (Cameroon), SK Dynamo České Budějovice (Czech Republic), and Hakoah Ramat Gan (Israel)
Needless to say, purple does the job of identifying the club, both nationally and internationally. It has also become instantly iconic locally. Helped by three years of purple Lions in the USL, you can't see purple in Orlando and not instantly associate it with the club. The Citrus Bowl has become a sea of purple on game days, while soccer fans are easily visible out in public wearing their MLS gear.
This aspect of Orlando City's branding has been spot on and perfectly executed.
The Lion
As a long-time supporter of Orlando soccer, I was pleased to see the club embrace the city's heritage in the game. Regular followers of the blog might recall two articles we've run on both the 1980s and 1990s Orlando Lions. These clubs, while unsuccessful in their push for the top tier of the U.S. pyramid, laid the groundwork for Orlando City.
The Lion is well placed within the club hierarchy. Rightfully, the "City" title lands front and center, while the Lion is nearly placed into the club's brand much as the "Red Devils," "Toffees," or "Gunners" are in their respective English Premier League clubs. You can say Manchester United without having to explain they are the Red Devils to most soccer fans, as much as you can express an opinion about the "Red Devils" knowing people will know you are talking about Manchester United. The same is mostly true for Orlando, as you can use the terms "City" and "Lions" interchangeably. It provides a nice broadening of the brand and associates the club with an iconic predator.
Poor Kingston, the Orlando City mascot, still seems to be finding his way into the hearts of the Orlando City faithful. Mascots are hard to get right, and time is the best way to win over Orlando fans. Face it, didn't we all think Stuff the Orlando Magic mascot was a little ridiculous the first time we saw him?
With both its historical connections to Orlando and its adaptability as an iconic figure, the Lion works for Orlando's overall branding.
The Mane
The badge features the lion's mane as a sun with 21 tips meant to represent the club's status as the 21st MLS club.
The sun image is fantastic. As the club seeks to beat out whatever ends up happening in Miami as Florida's team, and seeks to be the soccer capital of the Deep South, the sun features well in those plans. Add into it the state motto of "The Sunshine State" and our position as a top tourist destination for our sunshine, I'm sure this aspect of the crest won applause from anybody involved in the Visit Florida tourist campaign.
I could give or take the 21 points, but overall I think the mane as a symbol of the sun is a clever way to brand the club and add depth to the badge.
SC vs FC
The club took the unique stance of calling themselves Orlando City Soccer Club vs. the more traditional "football club" that teams use around the world, including in MLS. I'll save the debate of the word "soccer" vs. "football" for the playing fields and the pubs, but needless to say, it's a heated topic among the most passionate, with most preferring the FC title.
Orlando sought to connect with the established idea of "soccer" as the preferred term in American sports due to the popularity of that other game we call "football." In a place like Florida, dominated by three NFL teams and at least six major NCAA teams, going with "soccer" makes local sense. On a global scale, I think it still works as most Brazilians and Englishmen know what soccer is, even if they don't use the term in their own language.
The curious question here is, did the club need to add "SC" or "FC" to the name? Could "Orlando City" accurately represent the club? With the exception of an "OC-SC" chant here and there, I don't know many who refer to the club by its full name.
Overall, major kudos are in order for Orlando City's marketing and front office staff, who have created this brand that represents both our club, but also our city. With a few minor exceptions, the club has presented something that is both unique and iconic. The elements of the club's branding are easy to get behind and have helped to create both excitement and atmosphere in the Citrus Bowl and around town.
For a new club building its history from the ground up, the major elements have tapped in perfectly with the ideas of building a legacy and tradition for the club. I predict this is a badge that will stand the test of time and become synonymous with greatness as the club progresses, both on the field and off.
Polling Closed
| Player | Votes |
| Nailed it, love the badge as much as I love the team! | 132 |
| Back to the drawing board! | 2 |
| I’m here for the soccer, I couldn’t care less | 6 |
Uncategorized
A Few Words About the Future of The Mane Land
TML needs help to continue bringing you coverage of Orlando City, the Orlando Pride, OCB, and all things soccer related in the City Beautiful.
For the last 11 years, The Mane Land has worked hard to provide daily content telling the story of Orlando City SC, the Orlando Pride, OCB, and any other soccer-related events we can get to in the Central Florida area. We love doing that, but we’re at a critical stage in being able to do so. Staff has been difficult to replace in recent years, and we’ve come to a point where some of us have not only been stretched to an unsustainable limit, but we’ve been going at that rate for multiple years without a break.
To that point, TML is now at a critical juncture where we must have more contributors who can cover live events in order to survive in our current format (and possibly at all). For the past few years, we have had only two primary game night writers covering three teams, and we are unable to continue at that pace, regardless of how much we enjoy doing it.
To continue as an entity, we’re going to need anywhere from two to four new contributors who can pitch in with game-night coverage of Orlando City/Orlando Pride matches. Additionally, another copy editor is essential, while two more would be preferred.
We’d like to continue into 2026, but if we can’t get the additional help we need, the current plan is to shut down at the end of the 2025 calendar year. The minimum we need to carry on would be two new live event writers and a copy editor.
What does this mean? Well, if you’ve ever thought it would be cool to cover soccer matches (it is) or thought about joining us, now is the time to volunteer. If you enjoy soccer and talking about this club with your friends, you might be perfect for our team, because if you can talk about soccer, you can probably write about it as well. Writing is just talking on a screen with your fingers, after all.
To get started, please write to us at themaneland@gmail.com and let us know how you’d like to contribute — writing, editing, etc.
It is important to note that we do this out of a love for the beautiful game and these positions are on a voluntary basis. However, if freed from the shackles of such an overwhelming schedule, my goal is to spend more time creating strategic partnerships and promoting our membership platform that could combine to bring in revenue that would go toward compensating staff writers. Additionally, some of our staff members have gone on to more financially rewarding opportunities as a result of their time with us. You never know what this experience will lead to. Like anything else in life, you’re likely to get out of it what you put in.
The good news is that we have already reached out to our Founders and our Buy Me a Coffee subscribers about this subject, and several have shown an interest in helping, so we are in the process of exploring those potential contributors at the moment.
We Are Currently Seeking:
- Match writers – You don’t need a degree in journalism or English to write for us. If you like to talk about soccer, you can probably write about it as well. Staff writers contribute regularly to our game coverage, which could be in the form of recaps, player grades pieces, five takeaways posts, etc. We have a need for this on both the Orlando City and Pride sides, and you can do both if you want. If you’re not local to the Orlando area, you can cover road matches via the broadcast/stream.
- Editors – Can you spot a subject/verb disagreement from a mile away? An editor position may be for you! How often do you get to correct people without anyone shaming you for it? This position will edit copy for submitted stories, make headlines punchier and more SEO-friendly, and ensure the story has a properly cropped/centered photo that helps tell the story. Typically you’ll only be on “desk duty” one or two evenings per week when it fits your schedule. You may also write stories if you wish!
About TML
Our little blog became an idea and then an independent WordPress site in late September of 2014, and went live on SBNation in December of that year. When SBNation stopped funding nearly all of its MLS blogs a few years ago, we went independent again, and we’ve long been the only outlet providing daily coverage of Orlando City’s teams. Even the club doesn’t post new content to its website every day!
FAQ
Why shutter the site at the end of December? Why do you need help now when the season doesn’t start for a couple of months?
Preparing to cover three teams requires advance planning. Each year, we put together a publication schedule to ensure all our bases are covered. This includes what will run (a placeholder or sometimes the specific piece) on every day of the year, which obviously doesn’t take into account breaking news or extra features that people want to do. Setting up this publication schedule also includes noting when major soccer events are coming, known USMNT/USWNT scheduled matches, MLS and NWSL deadlines, player birthdays, important milestones and anniversaries, and more. We also put together volunteer sign-up sheets for grades and takeaways posts. That setup work is all for naught if we don’t have the bodies to physically cover the team when the season starts. Also, it’s easier to pull the plug on our LLC at the end of a calendar year. None of us want to stop, but we have to be realistic about being able to continue covering the team as we have.
Why not just scale back and cover what you can? Do you have to cover every game?
I don’t have a good answer for this other than I would not feel right about putting my name on a product I don’t believe in. I don’t ever want our audience to have to guess whether or not they’re getting a game recap or any follow-up analysis from a given match. In my opinion, we have never had the personnel to fully provide what I envision. For example, I want to add more video content, player grades and recaps for the Pride games, and to bring back weekend Lion Links and OCB match previews. And we should have a lot more features and analysis pieces! In short, we’re already doing the bare minimum that I’m comfortable with. And, I have to be honest: if there was a game coming up with no one to cover it, knowing me, I’d probably just do it myself, and I already know I can’t continue the pace of the past few years. I have to save me from myself sometimes.
Could The Mane Land continue in a different form?
I have toyed with the idea of turning TML into a newsletter. This might be a daily that includes a Lion Links-type section and opinion/analysis of club news. It would not include match coverage or any kind of regular news. I almost pivoted to that when SBNation stopped funding us, but we decided to make a go of it as an independent outlet. The problem with the newsletter style is that I can’t do it daily every single day or it would be no different than the situation I’m in, so some help would still be needed. Some of that could come from the current TML staff, but I’m not sure all of it could, and the newsletter format is not for everyone, so we’d be leaving part of our audience behind. I’m not sure it’s the way to go.
Is new management or investment needed?
Possibly. I am willing to sell the name and logo and turn over all our passwords for someone else to take over the operations, which would free up a considerable amount of my time. I’m even willing to continue on as a writing and editing contributor, because I love covering the club. Some of the other staff might as well. But I would not be interested in covering every single match. I’m not a kid anymore, and I have a regular job, a family, and other side gigs that require my attention.
Will you still do the podcasts if the site shuts down?
No. I think if we decide to shut down, it will be across the board. I much prefer our written content, and that’s the reason I started our outlet to begin with. I feel the podcasts complement our coverage and give us more of an opinion platform and a way to discuss matches in a deeper, richer way, but I’m not interested in doing only the podcasts. That said, others on our staff might want to continue and I’m OK with that.
Contact us at themaneland@gmail.com today to get started as a new contributor!
Podcasts
PawedCast Episode 506: Cincinnati Rewind, OCB-Carolina Core, Columbus Preview, and More
The Lions claimed a late draw at Cincy and now host Columbus while OCB’s playoff hopes hang by a thread.
Orlando City left it late again. Tyrese Spicer reprised his role from the Nashville game by providing the assist for a goal late in stoppage time, but this time it was a different goal scorer and a road draw instead of a home win. Alex Freeman played great against FC Cincinnati, so it was fitting that he literally pulled a point out of thin air on a Sunday night that saw the Lions squander numerous good opportunities to score while allowing the hosts only one Kevin Denkey strike.
We look back at the key moments, players, and plays of a critical road match, check our score predictions, and make our selections for Man of the Match, splitting the vote
This week’s mailbagbox asked us a pair of trivia questions and added an individual question for each host. Remember, if there’s anything — and we do mean anything — you want us to address on the show, just ask us by tweeting it to us at @TheManeLand with the hashtag #AskTMLPC, or hitting us up on Bluesky Social with that same hashtag.
OCB got two points at Carolina Core FC when it needed three, but it did enough to stay alive in the postseason race but there is no margin for error. The Young Lions fell behind by two goals, battled back to get level, conceded again, and once again equalized on the road. Carlos Mercado then helped his team win the penalty shootout on his birthday to claim the extra point. OCB must beat FC Cincinnati 2 on Sunday at home and get help to reach the postseason.
Finally, Orlando City returns home with another game against a good team from the Buckeye State, as the Columbus Crew visits Inter&Co Stadium on Saturday. Whether Diego Rossi plays or not, the Crew are always a difficult opponent. We break down the series history, look at the battle ahead, provide our key matchups, and make our predictions for the final score.
Be sure to rate and review our show wherever you get your podcasts. Remember, we’ll read any five-star reviews we get on Apple Podcasts on the next show.
If you’d like to support our independent writing and podcasting efforts, we’d love to have you as a subscriber or donor over at our Buy Me a Coffee site.
Here’s how No. 506 went down:
0:15 – Orlando City didn’t seem to want to put the ball in the net, but maybe that’s because it wasn’t yet the death of stoppage time. Earlier goals are OK too, guys!
27:55 – The mailbagbox offers trivia, but no prizes if we get them right.
39:11 – OCB was listening to Meat Loaf and thinking two out of three ain’t bad, and the senior Lions prepare for Columbus.
Podcasts
PawedCast Episode 502: Galaxy Rewind, Ramiro Enrique Transfer News, OCB Defeats Crown Legacy, and More
Lions leave Leagues Cup empty handed, Ramiro Enrique could be on the move soon, OCB gets a vital win, and more
I couldn’t tell you why this show is nearly an hour other than the fact that we are verbose. Orlando City crashed out of Leagues Cup with back-to-back losses in games that had a Concacaf Champions Cup berth on the line. The Lions did almost nothing in the first half against the LA Galaxy on the road, and threw Martin Ojeda’s second-half equalizer away just seven minutes after he scored it with a horrendous turnover in their defensive third.
We discuss Orlando City’s 2-1 road loss, which featured one of Pedro Gallese’s best-ever saves as a Lion, although it ultimately didn’t matter much, looked back at our score predictions, and made our selections for Man of the Match.
We also discussed Seattle’s 3-0 win over Inter Miami in the final and the shenanigans that the Herons pulled after losing.
Ramiro Enrique was not in uniform Sunday night in the wake of reports that he’s about to be sold for a reported $3 million to a Saudi team. Although the timing isn’t perfect, it would be a good return for the Argentine striker.
This week’s mailbagbox asked about ice cream, donuts, Carlos Mercado vs. Javier Otero, and more. Remember, if there’s anything — and we do mean anything — you want us to address on the show, just ask us by tweeting it to us at @TheManeLand with the hashtag #AskTMLPC, or hitting us up on Bluesky Social with that same hashtag.
OCB picked up a much-needed three points with a home win over Crown Legacy at the death that nearly immediately became a draw at the even more death. Mercado was sensational in the match for the Young Lions and Thalles scored the timely goal to push the club over the playoff line for the time being. I nearly started to preview an OCB game that is more than a week ago, but the important thing is I stopped myself, otherwise the show would have been even longer.
The senior Lions are also off this week, so we’ll see you next week!
Be sure to rate and review our show wherever you get your podcasts. Remember, we’ll read any five-star reviews we get on Apple Podcasts on the next show.
If you’d like to support our independent writing and podcasting efforts, we’d love to have you as a subscriber or donor over at our Buy Me a Coffee site.
Here’s how No. 502 went down:
0:15 – Orlando City looked to be following the same script as in the win at LA back in March, but then coughed up the ball in a dangerous spot to one of the Galaxy’s best scorers.
29:36 – The mailbagbox is trying to make us fat(ter).
46:38 – OCB has put together two consecutive late wins as the Young Lions try to get back into playoff contention after several rough weeks.
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