By OkayGoal 
Photo courtesy of Atlanta City FC
Atlanta City FC’s identity is taking shape.
The team unveiled its name, crest and colors on Monday ahead of its 2028 debut as the National Women’s Soccer League’s 17th franchise. AMB Sports and Entertainment owner Arthur M. Blank paid a reported record expansion fee of $165 million.
Developing the team’s brand involved “a lot of iterations” of the crest, Atlanta City FC Chief Business Officer Deandra Duggans told Dan Lauletta on the podcast “NWSL This Week.”
Duggans said the months-long process saw input from fans, creators, local sports team executives and even Atlanta Mayor Andre Dickens.
The result was a crest depicting a phoenix, symbolizing the city’s resilience, centered in a four-petaled dogwood blossom representing unity and fortitude across seasons. Fused with the phoenix’s A-shaped form are roots indicating a connection to the city’s history.
Like several neighboring professional sports franchises, red is prominent in the team’s visual identity, with colors Duggans said resembled a “usual kind of Atlanta sunset.”
But Georgia peach, platinum metallic and black char separate the club’s hues from those of MLS’s Atlanta United and the NFL’s Atlanta Falcons — both AMBSE-owned franchises with which Atlanta City FC will share Mercedes-Benz Stadium.
Hopefully, Duggans said, the similarities end there.
“We wanted to make sure that we stood alone and had a mark that was separate of Atlanta United and also something that stood out amongst other teams in the city, as well as teams in NWSL,” she said.
NWSL fans have raised particular concern around the club’s distinction from Angel City FC, also known as ACFC. Atlanta City FC will officially be abbreviated as ATLCTY.
Still, Duggans said she sees possible future collaborations on community events with Atlanta United, which has assisted in Atlanta City FC’s branding process.
But that’s all far and away. More pressing matters include hiring personnel and coaches, signing players and debuting kits.
The club also plans to build new facilities, including training grounds, toward which Blank has previously said he would invest over $20 million.
For now, the franchise is looking toward its Sunday branding event, where fans can purchase apparel crafted by Canadian apparel brand Peace Collective.
The Peace Collective line, separate from a Nike collection of T-shirts, sweatshirts and other staples, offers a variety of tops and jackets geared for wear away from the pitch.
“It’s things that you can wear to work, things you can wear to school, wherever you’re showing up,” Duggans said. “We wanted to make sure that we had some things in that collection that fit a little bit of everybody’s taste, definitely skewing and prioritizing the women’s sports fan.”
Atlanta isn’t new to women’s soccer. The Atlanta Beat played in the Women’s United Soccer Association (WUSA) from 2001 to 2003 and the Women’s Professional Soccer league (WPS) in 2010 and 2011.
The NWSL was founded shortly after in 2013 with eight teams. With the addition of Atlanta and a Columbus, Ohio, expansion side in 2028, the league will have grown more than twofold since it began.
That progress has led to vocal input on team identities. Ahead of its 2026 debut, Boston Legacy revamped its brand after fans panned the first announced team name, BOS Nation.
And while Boston has been eliminated from playoff contention in its maiden season, fellow league newcomer and attendance record holder Denver Summit is still fighting for a postseason spot.
Such metrics set standards high for Atlanta City FC.
“We have great expectations for this club,” Duggans said. “We want to make sure that we are pushing the league forward, joining a great group of teams already and really trying to elevate women’s soccer in America. That’s our goal.”
