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Bay FC

Bay FC unveils itself with a play toward soccer, timelessness and, yes, merchandise

The 2024 NWSL expansion team in the San Francisco Bay Area will be known as Bay Football Club

Benny Gold remembers the brief coming across his desk: a new professional women’s soccer team was coming to the San Francisco Bay Area, and it needed a name and a brand. The starting point was somewhat general, but it had one eye-catching detail.

“The brief said they wanted to feel like streetwear and focus on merch, and so my eyes lit up a lot,” Gold told The Equalizer this week. “With my background, I was like, if I can do anything, I can do that.”

On Thursday, the National Women’s Soccer League’s 14th team unveiled its branding ahead of first kick in 2024: Bay FC.

The focal point of the brand is a “B” in a customized, gothic font that doubles as a pillar of the famous Golden Gate Bridge. Timelessness was the driving force behind the logo, with Gold and colleagues at the San Francisco-based creative firm Goodby Silverstein & Partners drawing inspiration from the wordmarks that resonate beyond the sports world and into mainstream culture, like the New York Yankees’ “NY” logo and, more locally, the San Francisco Giants’ “SF” logo.

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