October 2, 2025 • 30 mins
When San Diego FC first unveiled their look, it sparked debate. Some called the badge AI-generated, others dismissed the shirt as a dud. But in just a few months, both have become symbols of a club finding its identity.
This week, Behind the Flow dives into the story of the brand. Adrian García-Márquez is joined by ESPN’s Katia Castorena and San Diego Sports 760’s Darren Smith to relive the December 2024 kit reveal, hearing from fans who picked up their jerseys that night — and comparing those first impressions with the voices we captured at Snapdragon just weeks ago.
We also sit down with Seb Morua — the man behind San Diego’s crest, colors, and chrome — to uncover how research, culture, and design combined to create a modern, global football identity. “You start by listening,” Seb explains, as he takes us through how the Flow’s circular symbolism, community insights, and design choices came together — and how the crest launch broke the MLS single-day merch sales record.
From the fans to the floodlights, from the crest to the chrome, this episode explores how a look became a legacy for San Diego FC.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
It's so cool to see what we've done, where we've
come from, but then to see something like our kid
and to be able to say, hey, it's.
Speaker 2 (00:12):
Real now.
Speaker 3 (00:15):
I'm Adrian gotta say Imnica sin. This is Behind the Flow,
the podcast where we dive in deep, week by week
into the heart of San Diego FC's very first season
in Major League Soccer. Over the course of the season,
we've explored everything that shaped the club, from goals and
defenses on the field, to the culture, the community dog long.
Speaker 4 (00:35):
But this week it's about identity.
Speaker 3 (00:37):
A badge some called ai generated okay, a shirt some
called a dud Oh really, and a story that's changed
a lot of minds.
Speaker 5 (00:49):
I do know about everything is based off of eighteen
and I really like the Flow on the Crest. When
you put it up against the other crests in Major
League Soccer, it stands out. It really does.
Speaker 3 (01:02):
And we sit down with the man behind San Diego's colors,
Crest and Chrome, Seb Moru, to hear how the story
of the Finest City was woven into its look.
Speaker 6 (01:12):
Being an international group of academies and clubs, we also
wanted something global, something that we resonate with global fans.
We landed on San diegoc because we wanted to put
the community first.
Speaker 3 (01:23):
So what does it take to build a football brand
from scratch and win over a city divided at first site?
That's all coming up on Behind the Flow. Welcome to
Behind the Flow. Darren Smith Gotachastorna. Great to have you guys,
and gatya on.
Speaker 4 (01:44):
The road again.
Speaker 3 (01:45):
Were like Willie Nelson, you're gonna start breaking out country songs.
Speaker 7 (01:48):
Gotya, that's my song?
Speaker 8 (01:49):
On the road again. I'm in Denver now. Ah, So
we love Barcelona and we're back on American soil. So
back in the USA.
Speaker 3 (02:00):
But wait, you were a mile high after a classical
and a spaning then you get to Denver, the myle
high city, but can't get past, can't blow past that classico.
Speaker 4 (02:08):
How'd that work out?
Speaker 7 (02:09):
Oh my gosh, totally worth it.
Speaker 8 (02:11):
That trip to Madrid to experience that Madrid derby, Atletico
Madrid against Real Madrid. Oh my gosh, the atmosphere, the passion,
the intensity, and then the result for all the athletic
fans of course, was absolutely amazing.
Speaker 7 (02:26):
Oh my gosh.
Speaker 8 (02:27):
When I tell you, everyone is up screaming, chanting the
stadium literally moves under your feet.
Speaker 7 (02:34):
It's just incredible.
Speaker 4 (02:35):
Yeah, that is awesome.
Speaker 3 (02:37):
We kind of feel like the murf Dragon right on
on Saturday night. We faced Santjose over the weekend and
it was not the result we were looking for.
Speaker 4 (02:44):
Let's take a listen, want.
Speaker 9 (02:47):
To pass over the top, chooky, it's wide.
Speaker 3 (02:53):
Well grateful by trying Easter on the same page every
single time.
Speaker 4 (02:58):
Dryer again, great interplay.
Speaker 9 (03:01):
Losano snuck it through Pellegrinos standing like a statue to
Joel rongo O and end Joseph.
Speaker 7 (03:09):
Martinez and San Jose in.
Speaker 4 (03:13):
A blink of an eye. One nothing did the.
Speaker 9 (03:15):
Way by Muni, better step by McVeigh, who really excels
at this, sprints into the midfield. He's on the overlapping bag.
What a myth from Valacari will lead Losano to the
front door. Pellegrino knick get on the end of it.
Speaker 4 (03:34):
Everyone on their.
Speaker 9 (03:35):
Feet at Snapdragon. The final action here in San Diego.
Mcfae's header over.
Speaker 3 (03:45):
All right, So there you go, a one nothing defeat
at snap Dragon Stadium, the clean sweep against California teams
off the table. San Jose nicked it on it was
it fourteen minutes I say it all the time on
the air, you can dangle the port chump in front
of a wolf, and Ghost of Martinez is a definite wolf, one.
Speaker 2 (04:01):
Hundred percent and disappointing too to play your final regular
season match at Snapdragon Stadium. We've talked a little bit
about the results at the Murf Dragon, but to walk
out of there with the final regular season game with
three points, you know, would have given you a proper
mindset because we know they're going to be hosting playoff
games coming up ye third week of October. It just
was was not to be. And I got to I'm
(04:22):
shocked that DFC lost one nill at home to San Jose.
Speaker 3 (04:26):
Who can't complain. I mean, they're still at the top
of the mountain. The path is clear. We control our
own destiny, as the Great Dark Vader would say. Right, So,
the regular season at Snapdragon seven wins, five draws, five losses.
Your judgment on San Diego FC's home performances, and we.
Speaker 8 (04:43):
Talked about it what this first season has been, and
it's absolutely amazing because a team that loses fewer than
ten games over a season is typically a contender for
the Supporters Shield, and that is a case for a ZFC.
We're talking about a top tier in the league that
is most likely going to make the playoffs because one
of the poorest performing teams in MLS often finishes with
(05:06):
twenty losses or more than twenty losses. In twenty twenty four,
the San Jose Earthquakes set a new record with twenty
five losses as one of the poorest performances in MLS history.
So that's to give context of what SDFC have done.
So of course those are great results.
Speaker 3 (05:23):
Well, all right, it was a frustrating night. Now we're
going to be talking about the SDFC brand, the badge,
it's meaning, and we'll also hear from the fans about
what they make of the jersey. But first, let's widen
the lens a little bit. Quick hit time aside from
San Diego FC, guys, what's your favorite football shirt from
(05:43):
the world of football?
Speaker 4 (05:45):
And why got ya?
Speaker 6 (05:46):
So?
Speaker 8 (05:46):
I think of the colorful, fun designs when it comes
to jerseys, I really enjoy, for example, the Nigeria jerseys that.
Speaker 7 (05:54):
They've had over the years. Those are always.
Speaker 8 (05:56):
Great friends, always has beautiful ones. I don't know, just
different designs in the class. When we think about friends.
But if I have to pick one, and I have
to wink wink at our Mexican heritage, So of course
a nineteen ninety eight home jersey with that large Aztec calendar,
(06:16):
that has to be my top jersey, like my favorite
when it comes to the history of football jerseys.
Speaker 3 (06:22):
Darren Smithing, you've been an honorary or Mexican invited to
the SADA? Has there ever been a more beautiful jersey
for any team, club or international? A more beautiful jersey
than the one that got you?
Speaker 4 (06:33):
Just described full disclosure here.
Speaker 2 (06:34):
I'm colorblind, so a lot of these other no batterns,
I lose a little bit of it. I don't really
know what's happening some of the times and who's playing.
But like, Brazil has just always been that classic look,
you know, the yellow, gold top, the blue shorts, Like
I just do love that because all of the great
players that have ever represented Brazil have worn that exact thing.
Speaker 4 (06:55):
From classic shirts to now.
Speaker 3 (06:57):
San Diego's very first Camia thirteenth saw the big reveal,
the inaugural Kate launch. The weight was finally over and
the fans went absolutely nuts. We were there surrounded by
the buzz and caught up with a few supporters picking
up their jerseys.
Speaker 4 (07:14):
Let's take a listen.
Speaker 1 (07:16):
We are here for the inaugural Kid Drop launch everything.
It's extravaganza. It's so incredible. I mean, it's so cool
to see what we've what we've done, where we've come from,
but then to see like something like our kid and
(07:37):
to be able to say, hey, it's real now I'm here.
Speaker 10 (07:41):
Despite being an LAFC fan, I'm just a huge fan
of the league and I love collecting jerseys, and so
it's a really special moment to be able to be
here at the very beginning of this team and be
a part of it. And the jersey is sick.
Speaker 11 (07:59):
So I'm really glad I was able to get one
of these.
Speaker 1 (08:02):
I really think that the mission was accomplished with the
reflection of the three stripes. The Adidas stripes on the
shoulders is just gonna pop when we see it on
the pitch when we're three thousand plus deep, chanting, cheering,
and it's all gonna be a reflection of us.
Speaker 12 (08:20):
It's awesome. They've got some colors on the side representing
the eighteen communities which make up San Diego and the
real community focus. So that's awesome too. So it's just
something fun and different within the Adidas rules. Adidas is
here today. We met a couple of those guys and
they have certain rules about what can and cannot be
on jerseys, but within that they did a beautiful job.
We re ordered the jerseys because these are the inaugural
(08:42):
season and the launch was today, so we picked them
up today and they had rutted us back tonight. And
this is awesome.
Speaker 7 (08:49):
This is so much fun.
Speaker 12 (08:51):
I mean, the team is just celebrating the community and
we're just so thrilled to be part of it.
Speaker 4 (08:58):
But not everyone was so happy.
Speaker 3 (09:01):
A lot of people turn to Reddit, as they normally do,
to vent and what we're gonna call right here this segment.
Speaker 4 (09:08):
The Reddit roast. I read it on Reddit and it
was negative. That's right, Gatien.
Speaker 3 (09:13):
What comments stand out to you being made about San
Diego FC's kit.
Speaker 4 (09:19):
First reaction online?
Speaker 7 (09:21):
I have one right here.
Speaker 8 (09:23):
Oh, they haven't even taken the field yet, and they're
already the most boring club in MLS.
Speaker 2 (09:31):
I haven't even taken the field yet. Somebody sees one
thing on their phone and they're like, that's it. This
team is boring.
Speaker 4 (09:39):
What about you? What about you? What jumps out to you? Oh,
there's a lot.
Speaker 2 (09:42):
Of Yeah, I mean, looks like a training shirt, so plain,
so boring. Right, somebody's scrolling through their iPhones already decided
this is done.
Speaker 3 (09:51):
Yeah, this one, I'm like, what looks like a rejected
MLS All Stars jersey?
Speaker 4 (09:56):
I don't know. Let's go, keep going, keep going? What else?
Well you find it?
Speaker 8 (10:00):
So when are they gonna reveal the real one? Nice placeholder?
Speaker 3 (10:04):
Though?
Speaker 2 (10:08):
Yep, that's a shirt. That's about all the feedback that
I have, Thank you, Captain obvious.
Speaker 4 (10:13):
Yes it is a shirt.
Speaker 2 (10:15):
No more feedback five seconds into this process.
Speaker 4 (10:18):
I don't know how I feel about this one.
Speaker 3 (10:20):
But browning yellow like the Padres nineteen seventies colors, that
would be really cool.
Speaker 4 (10:24):
Unique color scheme in world football? It is? I haven't
seen it?
Speaker 2 (10:27):
Yeah, I think we're living the phrase. You know, opinions
are like belly buttons. Everybody has one.
Speaker 4 (10:32):
And last one for you? Got there?
Speaker 3 (10:33):
I know there's one that stood out, probably more than
the rest.
Speaker 8 (10:36):
Between the chrome crust and these shirts. Did the SZ
team do no research?
Speaker 7 (10:42):
Lol? Ooh, I believe me they did.
Speaker 8 (10:47):
Do you think they would put out something into the
world with no thought process behind it.
Speaker 7 (10:54):
Come on, guys, well, I.
Speaker 2 (10:55):
Would say those are some of the kinder comments from
what I remember.
Speaker 8 (10:58):
I do agree though, with one of those comments, like
I would like to see a collaboration with the Brown
and Yellow to have that Padres as DFC collab.
Speaker 3 (11:08):
Word has it on the street that the Potters might
be going to going to these new city connects and
they're going to go to the old Charger colors, or
they're still the Charger colors. But it's just something that's
been chattering and many people chattering online.
Speaker 4 (11:19):
Minnesota game a few weeks ago told us a lot.
Speaker 3 (11:22):
We caught up with some fans to check in to
see what their vibe really was.
Speaker 7 (11:25):
Listen wearing a.
Speaker 2 (11:28):
Chucky Losano shirt tonight.
Speaker 13 (11:29):
I decided to buy it because when we first came
to the game, you did an amazing score and I
was just so amazed with it that since then, I
fell in love with it and I wrong it every
time I come and my home away Jersey his name too.
Speaker 11 (11:43):
At first, when I saw it online, I was a
little bit epy, Like I told my buddy, we still
got to get it, and I feel like it breaks
a little bit of our San Dieo colors blue because
of the ocean.
Speaker 2 (11:53):
You know, we got our little sunfit out here, you know,
being in.
Speaker 7 (11:56):
San Diego, we got beautiful weather, beautiful people, and.
Speaker 6 (11:59):
I think it kind of brings a little bit of
us and I personally love it.
Speaker 5 (12:03):
Yeah. When the kit first came out, I was really
happy with it. I know, as a new team, some
people wanted something that was gonna stand out a lot,
but I was okay with something that was just clean
and was more of a blank canvas so we could
build our identity and not have the kit build the
(12:24):
identity for us. I think it's a good contrast, especially
for our rivals up north.
Speaker 4 (12:31):
I liked it.
Speaker 11 (12:31):
It was very simple, it was very I want.
Speaker 7 (12:33):
To say safe.
Speaker 11 (12:34):
It was a safe choice for very first jersey. I
like the rome of the names and the numbers. I
really thought that it really stuck out on the field
on TV. It's kind of like shiny.
Speaker 3 (12:48):
It's really interesting to hear how it's grown on people.
So join us after the break, where we're going to
dive in a little deeper as we do on this
show today, it's about the jersey, the bag, the whole
entire look for San Diego FC. Cooling break, welcome back.
(13:21):
Now we've talked about the look of the jersey and
fans reactions, but the bigger debate started with the badge,
of course, and the truth is a badge can make
or break a club. As we know, guys, you get
it wrong and fans never forgive you get it right,
and it.
Speaker 4 (13:36):
Becomes a symbol of belonging.
Speaker 3 (13:38):
Some said San Diego's looked ai generated. I don't know,
maybe maybe not at the beginning, but hear us out.
So we went to the source, Sev Morua. He's lived
football all over the world, from Costa Rica to Copenhagen,
to West Africa, to England and now the finest city.
He's been with Right to Dream for over a decade.
(14:00):
He's a young phenom. He's been around for a minute.
He's very very young, and he's got a great vision.
He's the man behind the badge, the colors and the chrome.
I started by asking Step, how did you go about
deciding this look?
Speaker 7 (14:18):
You start by listening.
Speaker 6 (14:20):
The most important thing was to be very open and
listen to every single aspect of San Diego culture, of
San Diego sports culture. When we came together as a
team together with Tom Penn, who's our CEO, and a
few local stakeholders. I called him the Supporters' Council, and
these were a handful of people that I handpicked that
(14:40):
I felt understood the essence of San Diego and most importantly,
they were incredibly excited about the fact that San Diego
was going to get a new team, So they became
our local allies. We attended live events, We talked to coaches,
to parents, two kids, We had a lot of conversations
with fans outside of live sports events, and importantly, we
(15:00):
partnered with cop of ninety to do all of this
research as well, including a panel online to interview over
one thousand people out of San Diego and understand what
was really important to them, you know, when they thought
of San Diego as their home as a community. In sports,
you start by listening, trying to be as objective as possible.
Speaker 3 (15:26):
So that's how it began, listening to the San Diego faithful.
That's a very strong, very smart move to start things out,
and the story didn't stop there. The colors mattered just
as much, so what shades really truly reflect the finest city.
Speaker 6 (15:44):
Things like the name and the colors come out of
the research. You know, what are undeniable San Diego colors
that you attribute to this place? What colors do you
attribute to San Diego's personality. The colors that came out
were very much in connection to the pad, to the Aztecs,
the Chargers, the Clippers. Blue was unanimously selected in all
(16:06):
of our interviews and focus groups as the one color
that people associated with San Diego. We kept hearing that
people wanted this club to be a reflection of the community.
This was a key insight for us, and this is
where the concept of chrome came through. You know, we
thought what color would reflect San Diego and this reflectivity.
(16:26):
We couldn't nail it, and we couldn't pick a color either.
We were a little bit torn. So we thought, what
about silver? What about chrome? What about something that reflects,
something that when you shine light on it gives you
a multitude of color as well, which is what you
find in San Diego because it's such a vibrant and
colorful place. This is how we landed in chrome and azul.
Speaker 3 (16:48):
Excellent and you really see how those colors do come
to life at Snapdragon wherever you go wherever you see
that jersey now chrome numbers catching the lights the night
asul popping against the night sky.
Speaker 4 (16:59):
Goatya, Darren, what pops to you?
Speaker 8 (17:02):
I mean, honestly, when I first saw it, of course
we all have a reaction, right, So at first I'm like,
why does it look like a volleyball? But when you
understand the meaning behind it, how it promotes unity, how
it's you know, trying to reflect what the community is
all about, then.
Speaker 7 (17:19):
You're like, Okay, I get it, and it just grows
on you.
Speaker 2 (17:22):
To hear Sebastian talk about it, and then to learn
a little bit about it and learn about the eighteen
lines and the whole theme of being woven into one,
it makes a ton of sense. Sandygok County is like
the fifth largest county in the United States. It's a
massive place, so there is no one thing that is
going to be reflective of an entire community the size
of Santego County. You know, just just following up quickly
(17:44):
on what it was that Sebastian had to say, It's
right there on the website. Sixty plus focus group participants,
five hundred thousand online surveys, one hundred plus hours of
one on one interviews, one hundred and fifty plus hours
engaging in neighborhoods. Eighteen plus communities are and represented. So
this wasn't like throw something against the wall and see
if it's tacks. A lot of thought and a lot
(18:05):
of energy went into this, and I think that's a
really really important point for people to understand whether they
like it or whether they don't.
Speaker 4 (18:11):
And I thought that was.
Speaker 7 (18:12):
Genius to no research comment like there you go.
Speaker 3 (18:17):
Yes, exactly and what I was going to say, and
just adding this is the chrome. His expression with that,
you know, that was genius thinking what will reflect literally
reflect the count of chrome. But identity isn't just about
what's on the jersey. Behind it all was a design
process that had to turn values into a symbol.
Speaker 6 (18:41):
How do you start the process of designing a new
brand from scratch? The identity, the values, that's the most
important part. That set of ideas will inform the design
team to go and do the creative process of coming
up with a look. Particularly with a symbol, you need
a symbol in the end that is going to be
representative of the team. And in our case, we wanted
(19:03):
a symbol that was also going to be representative of
the vision that we had for San Diego as a
place and as a community. Because of that, we knew
that it couldn't lean on a specific side of San Diego.
So if we picked an animal like a shark or
a dolphin or a seal that would lean on the coast,
if we picked something more like a coyote, maybe it's
leaning on a specific side of San Diego. So we
(19:26):
wanted to really pick something that was all encompassing. Being
an international group of academies and clubs, we also wanted
something global, something that would resonate with global fans. We
landed on San Diego FCA because we wanted to put
the community first.
Speaker 3 (19:44):
So that's the thinking, identity values, and a design that
could represent all of San Diego. But once the badge
was revealed, the real test was how fans would truly respond.
Speaker 6 (20:05):
Our expectations with the launch of the Crest and the
colors were very high, I think because we really loved
what we had landed on, particularly from a storytelling perspective.
As I said, the design, the symbol, the colors, that's
just an expression of your interpretation of the research and
what you heard back from the community, and we felt
that we ran such a strong process with that that
(20:26):
we felt confident of what we had and we of
course ran some tests with different focus groups. We got
you know, I would say eighty eighty five percent predominantly
positive responses. The crest got leaked twenty four hours before
it was going to be revealed. It didn't give us
the opportunity to tell the story that we won it,
and we saw a lot of negativity around it. Twenty
(20:50):
four hours later, we still ran the event and to
our surprise, we saw over seven thousand people join us
to do a surprise reveal with an actual story behind it.
It was a football party, you know, it was a
little bit of a carnival festival. We had supporters, we
had samba dancers, we had local food trucks, and so
(21:11):
it was really a celebration of the club being born
and the club now having a name, a symbol, colors face.
That night, we broke the record for merch sales in
one day for MLS. So, you know, the attendance and
the fact that people wanted to wear the brand really
was a confirmation once they heard the story behind it,
(21:33):
that they were embracing it and so you know, it
was yet another lesson that sometimes what happens online is
not exactly what happens in real life.
Speaker 3 (21:42):
I'm kind of glad there's no coyote or dolphin as
part of the whole show as well. Guys, but over
seven thousand strong, I mean, seven thousand souls got Darren
to set a record breaking night in merch sales.
Speaker 8 (21:54):
It's pretty incredible and it just shows you how hungry
and avid the community were to have soccer in the city.
Speaker 7 (22:01):
So it was just a party all around.
Speaker 2 (22:03):
And I remember driving just on the fifteen freeway past
Friar's Road and past the Murf Dragon, and I mean
it looked like there was a sporting event that was
happening there. That's how big of an occasion, a sense
of occasion there was. But people really went out of
their way to be a part of that. And as
we know with SDFC, they're going to throw a party.
There's DJs, there's music, there's all sorts of stuff happening,
So you know, I just love seeing the embracing of
(22:26):
it all.
Speaker 3 (22:26):
I especially dig the eighteen threads, you know, just bringing
together all of San Diego woven into one. I immediately
gravitated towards that logo and I popped it onto my car.
And now it's funny because a couple of colleagues there
at Fox the Portas they're like, oh, that's AGM's car,
because it has that logo, that badge, it's already part
of the identity.
Speaker 4 (22:44):
It absolutely pops. That's the word.
Speaker 3 (22:47):
And we asked supporters what they thought of the flow.
Speaker 5 (22:52):
I do know about everything is based off of eighteen
and I really like the flow on the crest, the
circular part. I think that was really clever. I also
love that when you put it up against the other
crests in Major League Soccer, it stands out. It really does.
Speaker 13 (23:10):
And all the eighteen threads right here mean about the
whole eighteen states or cities here in San Diego, I mean.
And then the colors represent like the beachy vies, the sunsets,
the amazing views are here in San Diego.
Speaker 11 (23:22):
The community colors on the outside, I think is a
very cool take on a badge I've seen. Compared to
other teams, it incorporates all the different colors for the community.
People can rep the badge, rep the team logos, or
however they want to rep the team in any color
they want, and I think that's a really cool aspect
for the badge.
Speaker 13 (23:42):
I love the colors and we just embrace it. And
the whole eighteen threat is definitely represented in that logo.
Speaker 3 (23:50):
So from steps vision to the fans interpretation, the Flow
has gone from controversial to absolutely embraced in the Finest City.
And here's step on why that circular symbol is at
the heart of San Diego FC and his vision for
the future.
Speaker 6 (24:06):
When you design a modern, versatile and timeless brand, you
want to think of all of the places in which
it will live. We want to put front and center
the eighteen communities coming together to form one San Diego
under their passion for the game. And we really wanted
the flow, which is the central symbol, that circular symbol.
(24:29):
We really wanted the Flow to be something that's stuck.
I think winning in a way that is entertaining, in
a where that's brave, in a way that shows people
that we understand the beauty of the game, playing as
a team, scoring goals, taking risks, entertaining the fans, waiting
games that established this as a performance brand. We've broken
(24:51):
I think three or four records of total number of points,
total number of wins. And we went from being a
community driven brand and having Star publish that pillar in
our identity to now also telling our fans and telling
San Diego and telling the league that we of course
care about winning, but most importantly, we want to win
our way and with our people and with our process.
(25:13):
And so we now have these two pillars with our
brand that you make the perfect combination for any fan
and for any community to get behind their local So
I think for the next probably three to five years
is just solidifying that foundation that we've established as a
community driven club, as a competitive club that wants to win.
And I think the next pillar of our identity it
(25:37):
comes with the Academy, which we're going to be not
curating very soon and it's a huge component of this
full circle element that is part of our identity and
part of our model. Right it's investing in the next
generation of role models that will inspire San Diego as
a community and the US as a country. And I
think once we establish that and we combine it with
(25:58):
our community and performance on the page, we will have
something very special that will be exciting for any fan around.
Speaker 4 (26:05):
The world.
Speaker 3 (26:08):
And it's absolutely special against set Morua. Great vision guys
to put it all together. And I love that that logo,
the just the eighteen threads being woven to represent Darren
the heart of San Diego.
Speaker 2 (26:21):
Yeah, I mean it's it's a fun game to play sometimes,
like a good bar bet is named the eighteen incorporated
cities around San Diego County, give somebody twenty minutes to
come up with them all.
Speaker 3 (26:30):
I'll let's do it like the legendary Hacksaw, Carlsbad, Charla Vesta, Coronado,
Del Mar, Alcohoene and Sanatas, Escondido, Imperial Beach, La Mesa,
Le Mangrove, National City, Ocean Side, Powi, San Diego, San Marco, Santi,
Salona Beach and Vista.
Speaker 4 (26:47):
That's your eighteen.
Speaker 3 (26:48):
Incorporated cities that represent that beautiful logo that we now
know nic does hey man weod job Yes, excellencia, excellencia.
Now from the community to the flow to the way
the team plays, identity is everywhere San Diego FC. And
speaking of identity, it's time to look ahead at Houston
and Houston do we have a problem. We're gonna find
(27:10):
out and back on July fifth at Snapdragon, the Dynamo
Darren Smith edged out a four to three win in
a thriller.
Speaker 4 (27:18):
It was a championship fight. Both teams are just swinging,
Darren Smith.
Speaker 2 (27:22):
Houston has eight home losses, that's the most in the
Western Conference. So even though I feel a little shook
after that San Jose game, I am going to regain
my confidence and feel pretty good about the chances of
the Cromonozula going into Shell Energy Stadium and picking up
where they left off results away from snap Dragon Stadium.
Speaker 3 (27:43):
Even though those bright orange shirts they do stand out,
but they have something to them.
Speaker 8 (27:47):
Definitely, because when we look at the Houston Dynamo, they
are currently in a playoff push following their recent three
one loss to Nashville. So despite the loss, the team
continues to fight for a spot in the postseason. So
with a home game win against San Diego, they could
still make it. So of course that makes them a
very dangerous team.
Speaker 3 (28:06):
And when you talk about a Ben Olsen run team,
they will always try to be dangerous, especially with the
confidence of being there in the space city. They're in Houston.
Time for predictions, guys, are you ready?
Speaker 8 (28:17):
I still believe that as EFC are obviously the better team.
They have performed well on the road and I think
that trend will continue. So my prediction it's a two
to one win or one two because they're away win in.
Speaker 2 (28:32):
Houston, Darren, I think there's a little bit of an
exacting of revenge here, so I think they go in
there they're business like. It's been disappointing, but the next
couple of matches away from home, for whatever reason, bunker mentality,
siege mentality for SDFC three to NILO final in Houston.
Speaker 3 (28:49):
So my prediction, guys, real quick, is that we find
that third element in Houston to give us that quick
destile that launched that rocket launch. We need somebody to
add to Anders to choke. I think we find him
in Houston. Who is that guy, David? Maybe somebody needs
to step up, But anyway, that's my prediction. San Diego
MC will win and Houston give me a two nothing victory.
(29:11):
All right, guys, this one was really fun breaking it down.
I mean, the Reddit roast that was fun, but the
record breaking mert sales, information, sebs vision, the online skepticism
to real life pride, everything that's come together for San
Diego webs, the badge, the colors, the shirt from controversial
to iconic, now carrying the finest city's identity absolutely everywhere
(29:34):
we go. And a big thanks, a big shout, big
hug to Sep Morua for sharing that story. Thanks Scott Damn,
Thanks Darren, thank all of you for listening, and don't
forget to follow the pod and join us next week
as this incredible inaugural season rolls on. I'm out of
Mars and you've been dipped in chrome and asule.
Speaker 4 (29:53):
Reflect on it. Foo
It's so cool to see what we've done, where we've
come from, but then to see something like our kid
and to be able to say, hey, it's.
Speaker 2 (00:12):
Real now.
Speaker 3 (00:15):
I'm Adrian gotta say Imnica sin. This is Behind the Flow,
the podcast where we dive in deep, week by week
into the heart of San Diego FC's very first season
in Major League Soccer. Over the course of the season,
we've explored everything that shaped the club, from goals and
defenses on the field, to the culture, the community dog long.
Speaker 4 (00:35):
But this week it's about identity.
Speaker 3 (00:37):
A badge some called ai generated okay, a shirt some
called a dud Oh really, and a story that's changed
a lot of minds.
Speaker 5 (00:49):
I do know about everything is based off of eighteen
and I really like the Flow on the Crest. When
you put it up against the other crests in Major
League Soccer, it stands out. It really does.
Speaker 3 (01:02):
And we sit down with the man behind San Diego's colors,
Crest and Chrome, Seb Moru, to hear how the story
of the Finest City was woven into its look.
Speaker 6 (01:12):
Being an international group of academies and clubs, we also
wanted something global, something that we resonate with global fans.
We landed on San diegoc because we wanted to put
the community first.
Speaker 3 (01:23):
So what does it take to build a football brand
from scratch and win over a city divided at first site?
That's all coming up on Behind the Flow. Welcome to
Behind the Flow. Darren Smith Gotachastorna. Great to have you guys,
and gatya on.
Speaker 4 (01:44):
The road again.
Speaker 3 (01:45):
Were like Willie Nelson, you're gonna start breaking out country songs.
Speaker 7 (01:48):
Gotya, that's my song?
Speaker 8 (01:49):
On the road again. I'm in Denver now. Ah, So
we love Barcelona and we're back on American soil. So
back in the USA.
Speaker 3 (02:00):
But wait, you were a mile high after a classical
and a spaning then you get to Denver, the myle
high city, but can't get past, can't blow past that classico.
Speaker 4 (02:08):
How'd that work out?
Speaker 7 (02:09):
Oh my gosh, totally worth it.
Speaker 8 (02:11):
That trip to Madrid to experience that Madrid derby, Atletico
Madrid against Real Madrid. Oh my gosh, the atmosphere, the passion,
the intensity, and then the result for all the athletic
fans of course, was absolutely amazing.
Speaker 7 (02:26):
Oh my gosh.
Speaker 8 (02:27):
When I tell you, everyone is up screaming, chanting the
stadium literally moves under your feet.
Speaker 7 (02:34):
It's just incredible.
Speaker 4 (02:35):
Yeah, that is awesome.
Speaker 3 (02:37):
We kind of feel like the murf Dragon right on
on Saturday night. We faced Santjose over the weekend and
it was not the result we were looking for.
Speaker 4 (02:44):
Let's take a listen, want.
Speaker 9 (02:47):
To pass over the top, chooky, it's wide.
Speaker 3 (02:53):
Well grateful by trying Easter on the same page every
single time.
Speaker 4 (02:58):
Dryer again, great interplay.
Speaker 9 (03:01):
Losano snuck it through Pellegrinos standing like a statue to
Joel rongo O and end Joseph.
Speaker 7 (03:09):
Martinez and San Jose in.
Speaker 4 (03:13):
A blink of an eye. One nothing did the.
Speaker 9 (03:15):
Way by Muni, better step by McVeigh, who really excels
at this, sprints into the midfield. He's on the overlapping bag.
What a myth from Valacari will lead Losano to the
front door. Pellegrino knick get on the end of it.
Speaker 4 (03:34):
Everyone on their.
Speaker 9 (03:35):
Feet at Snapdragon. The final action here in San Diego.
Mcfae's header over.
Speaker 3 (03:45):
All right, So there you go, a one nothing defeat
at snap Dragon Stadium, the clean sweep against California teams
off the table. San Jose nicked it on it was
it fourteen minutes I say it all the time on
the air, you can dangle the port chump in front
of a wolf, and Ghost of Martinez is a definite wolf, one.
Speaker 2 (04:01):
Hundred percent and disappointing too to play your final regular
season match at Snapdragon Stadium. We've talked a little bit
about the results at the Murf Dragon, but to walk
out of there with the final regular season game with
three points, you know, would have given you a proper
mindset because we know they're going to be hosting playoff
games coming up ye third week of October. It just
was was not to be. And I got to I'm
(04:22):
shocked that DFC lost one nill at home to San Jose.
Speaker 3 (04:26):
Who can't complain. I mean, they're still at the top
of the mountain. The path is clear. We control our
own destiny, as the Great Dark Vader would say. Right, So,
the regular season at Snapdragon seven wins, five draws, five losses.
Your judgment on San Diego FC's home performances, and we.
Speaker 8 (04:43):
Talked about it what this first season has been, and
it's absolutely amazing because a team that loses fewer than
ten games over a season is typically a contender for
the Supporters Shield, and that is a case for a ZFC.
We're talking about a top tier in the league that
is most likely going to make the playoffs because one
of the poorest performing teams in MLS often finishes with
(05:06):
twenty losses or more than twenty losses. In twenty twenty four,
the San Jose Earthquakes set a new record with twenty
five losses as one of the poorest performances in MLS history.
So that's to give context of what SDFC have done.
So of course those are great results.
Speaker 3 (05:23):
Well, all right, it was a frustrating night. Now we're
going to be talking about the SDFC brand, the badge,
it's meaning, and we'll also hear from the fans about
what they make of the jersey. But first, let's widen
the lens a little bit. Quick hit time aside from
San Diego FC, guys, what's your favorite football shirt from
(05:43):
the world of football?
Speaker 4 (05:45):
And why got ya?
Speaker 6 (05:46):
So?
Speaker 8 (05:46):
I think of the colorful, fun designs when it comes
to jerseys, I really enjoy, for example, the Nigeria jerseys that.
Speaker 7 (05:54):
They've had over the years. Those are always.
Speaker 8 (05:56):
Great friends, always has beautiful ones. I don't know, just
different designs in the class. When we think about friends.
But if I have to pick one, and I have
to wink wink at our Mexican heritage, So of course
a nineteen ninety eight home jersey with that large Aztec calendar,
(06:16):
that has to be my top jersey, like my favorite
when it comes to the history of football jerseys.
Speaker 3 (06:22):
Darren Smithing, you've been an honorary or Mexican invited to
the SADA? Has there ever been a more beautiful jersey
for any team, club or international? A more beautiful jersey
than the one that got you?
Speaker 4 (06:33):
Just described full disclosure here.
Speaker 2 (06:34):
I'm colorblind, so a lot of these other no batterns,
I lose a little bit of it. I don't really
know what's happening some of the times and who's playing.
But like, Brazil has just always been that classic look,
you know, the yellow, gold top, the blue shorts, Like
I just do love that because all of the great
players that have ever represented Brazil have worn that exact thing.
Speaker 4 (06:55):
From classic shirts to now.
Speaker 3 (06:57):
San Diego's very first Camia thirteenth saw the big reveal,
the inaugural Kate launch. The weight was finally over and
the fans went absolutely nuts. We were there surrounded by
the buzz and caught up with a few supporters picking
up their jerseys.
Speaker 4 (07:14):
Let's take a listen.
Speaker 1 (07:16):
We are here for the inaugural Kid Drop launch everything.
It's extravaganza. It's so incredible. I mean, it's so cool
to see what we've what we've done, where we've come from,
but then to see like something like our kid and
(07:37):
to be able to say, hey, it's real now I'm here.
Speaker 10 (07:41):
Despite being an LAFC fan, I'm just a huge fan
of the league and I love collecting jerseys, and so
it's a really special moment to be able to be
here at the very beginning of this team and be
a part of it. And the jersey is sick.
Speaker 11 (07:59):
So I'm really glad I was able to get one
of these.
Speaker 1 (08:02):
I really think that the mission was accomplished with the
reflection of the three stripes. The Adidas stripes on the
shoulders is just gonna pop when we see it on
the pitch when we're three thousand plus deep, chanting, cheering,
and it's all gonna be a reflection of us.
Speaker 12 (08:20):
It's awesome. They've got some colors on the side representing
the eighteen communities which make up San Diego and the
real community focus. So that's awesome too. So it's just
something fun and different within the Adidas rules. Adidas is
here today. We met a couple of those guys and
they have certain rules about what can and cannot be
on jerseys, but within that they did a beautiful job.
We re ordered the jerseys because these are the inaugural
(08:42):
season and the launch was today, so we picked them
up today and they had rutted us back tonight. And
this is awesome.
Speaker 7 (08:49):
This is so much fun.
Speaker 12 (08:51):
I mean, the team is just celebrating the community and
we're just so thrilled to be part of it.
Speaker 4 (08:58):
But not everyone was so happy.
Speaker 3 (09:01):
A lot of people turn to Reddit, as they normally do,
to vent and what we're gonna call right here this segment.
Speaker 4 (09:08):
The Reddit roast. I read it on Reddit and it
was negative. That's right, Gatien.
Speaker 3 (09:13):
What comments stand out to you being made about San
Diego FC's kit.
Speaker 4 (09:19):
First reaction online?
Speaker 7 (09:21):
I have one right here.
Speaker 8 (09:23):
Oh, they haven't even taken the field yet, and they're
already the most boring club in MLS.
Speaker 2 (09:31):
I haven't even taken the field yet. Somebody sees one
thing on their phone and they're like, that's it. This
team is boring.
Speaker 4 (09:39):
What about you? What about you? What jumps out to you? Oh,
there's a lot.
Speaker 2 (09:42):
Of Yeah, I mean, looks like a training shirt, so plain,
so boring. Right, somebody's scrolling through their iPhones already decided
this is done.
Speaker 3 (09:51):
Yeah, this one, I'm like, what looks like a rejected
MLS All Stars jersey?
Speaker 4 (09:56):
I don't know. Let's go, keep going, keep going? What else?
Well you find it?
Speaker 8 (10:00):
So when are they gonna reveal the real one? Nice placeholder?
Speaker 3 (10:04):
Though?
Speaker 2 (10:08):
Yep, that's a shirt. That's about all the feedback that
I have, Thank you, Captain obvious.
Speaker 4 (10:13):
Yes it is a shirt.
Speaker 2 (10:15):
No more feedback five seconds into this process.
Speaker 4 (10:18):
I don't know how I feel about this one.
Speaker 3 (10:20):
But browning yellow like the Padres nineteen seventies colors, that
would be really cool.
Speaker 4 (10:24):
Unique color scheme in world football? It is? I haven't
seen it?
Speaker 2 (10:27):
Yeah, I think we're living the phrase. You know, opinions
are like belly buttons. Everybody has one.
Speaker 4 (10:32):
And last one for you? Got there?
Speaker 3 (10:33):
I know there's one that stood out, probably more than
the rest.
Speaker 8 (10:36):
Between the chrome crust and these shirts. Did the SZ
team do no research?
Speaker 7 (10:42):
Lol? Ooh, I believe me they did.
Speaker 8 (10:47):
Do you think they would put out something into the
world with no thought process behind it.
Speaker 7 (10:54):
Come on, guys, well, I.
Speaker 2 (10:55):
Would say those are some of the kinder comments from
what I remember.
Speaker 8 (10:58):
I do agree though, with one of those comments, like
I would like to see a collaboration with the Brown
and Yellow to have that Padres as DFC collab.
Speaker 3 (11:08):
Word has it on the street that the Potters might
be going to going to these new city connects and
they're going to go to the old Charger colors, or
they're still the Charger colors. But it's just something that's
been chattering and many people chattering online.
Speaker 4 (11:19):
Minnesota game a few weeks ago told us a lot.
Speaker 3 (11:22):
We caught up with some fans to check in to
see what their vibe really was.
Speaker 7 (11:25):
Listen wearing a.
Speaker 2 (11:28):
Chucky Losano shirt tonight.
Speaker 13 (11:29):
I decided to buy it because when we first came
to the game, you did an amazing score and I
was just so amazed with it that since then, I
fell in love with it and I wrong it every
time I come and my home away Jersey his name too.
Speaker 11 (11:43):
At first, when I saw it online, I was a
little bit epy, Like I told my buddy, we still
got to get it, and I feel like it breaks
a little bit of our San Dieo colors blue because
of the ocean.
Speaker 2 (11:53):
You know, we got our little sunfit out here, you know,
being in.
Speaker 7 (11:56):
San Diego, we got beautiful weather, beautiful people, and.
Speaker 6 (11:59):
I think it kind of brings a little bit of
us and I personally love it.
Speaker 5 (12:03):
Yeah. When the kit first came out, I was really
happy with it. I know, as a new team, some
people wanted something that was gonna stand out a lot,
but I was okay with something that was just clean
and was more of a blank canvas so we could
build our identity and not have the kit build the
(12:24):
identity for us. I think it's a good contrast, especially
for our rivals up north.
Speaker 4 (12:31):
I liked it.
Speaker 11 (12:31):
It was very simple, it was very I want.
Speaker 7 (12:33):
To say safe.
Speaker 11 (12:34):
It was a safe choice for very first jersey. I
like the rome of the names and the numbers. I
really thought that it really stuck out on the field
on TV. It's kind of like shiny.
Speaker 3 (12:48):
It's really interesting to hear how it's grown on people.
So join us after the break, where we're going to
dive in a little deeper as we do on this
show today, it's about the jersey, the bag, the whole
entire look for San Diego FC. Cooling break, welcome back.
(13:21):
Now we've talked about the look of the jersey and
fans reactions, but the bigger debate started with the badge,
of course, and the truth is a badge can make
or break a club. As we know, guys, you get
it wrong and fans never forgive you get it right,
and it.
Speaker 4 (13:36):
Becomes a symbol of belonging.
Speaker 3 (13:38):
Some said San Diego's looked ai generated. I don't know,
maybe maybe not at the beginning, but hear us out.
So we went to the source, Sev Morua. He's lived
football all over the world, from Costa Rica to Copenhagen,
to West Africa, to England and now the finest city.
He's been with Right to Dream for over a decade.
(14:00):
He's a young phenom. He's been around for a minute.
He's very very young, and he's got a great vision.
He's the man behind the badge, the colors and the chrome.
I started by asking Step, how did you go about
deciding this look?
Speaker 7 (14:18):
You start by listening.
Speaker 6 (14:20):
The most important thing was to be very open and
listen to every single aspect of San Diego culture, of
San Diego sports culture. When we came together as a
team together with Tom Penn, who's our CEO, and a
few local stakeholders. I called him the Supporters' Council, and
these were a handful of people that I handpicked that
(14:40):
I felt understood the essence of San Diego and most importantly,
they were incredibly excited about the fact that San Diego
was going to get a new team, So they became
our local allies. We attended live events, We talked to coaches,
to parents, two kids, We had a lot of conversations
with fans outside of live sports events, and importantly, we
(15:00):
partnered with cop of ninety to do all of this
research as well, including a panel online to interview over
one thousand people out of San Diego and understand what
was really important to them, you know, when they thought
of San Diego as their home as a community. In sports,
you start by listening, trying to be as objective as possible.
Speaker 3 (15:26):
So that's how it began, listening to the San Diego faithful.
That's a very strong, very smart move to start things out,
and the story didn't stop there. The colors mattered just
as much, so what shades really truly reflect the finest city.
Speaker 6 (15:44):
Things like the name and the colors come out of
the research. You know, what are undeniable San Diego colors
that you attribute to this place? What colors do you
attribute to San Diego's personality. The colors that came out
were very much in connection to the pad, to the Aztecs,
the Chargers, the Clippers. Blue was unanimously selected in all
(16:06):
of our interviews and focus groups as the one color
that people associated with San Diego. We kept hearing that
people wanted this club to be a reflection of the community.
This was a key insight for us, and this is
where the concept of chrome came through. You know, we
thought what color would reflect San Diego and this reflectivity.
(16:26):
We couldn't nail it, and we couldn't pick a color either.
We were a little bit torn. So we thought, what
about silver? What about chrome? What about something that reflects,
something that when you shine light on it gives you
a multitude of color as well, which is what you
find in San Diego because it's such a vibrant and
colorful place. This is how we landed in chrome and azul.
Speaker 3 (16:48):
Excellent and you really see how those colors do come
to life at Snapdragon wherever you go wherever you see
that jersey now chrome numbers catching the lights the night
asul popping against the night sky.
Speaker 4 (16:59):
Goatya, Darren, what pops to you?
Speaker 8 (17:02):
I mean, honestly, when I first saw it, of course
we all have a reaction, right, So at first I'm like,
why does it look like a volleyball? But when you
understand the meaning behind it, how it promotes unity, how
it's you know, trying to reflect what the community is
all about, then.
Speaker 7 (17:19):
You're like, Okay, I get it, and it just grows
on you.
Speaker 2 (17:22):
To hear Sebastian talk about it, and then to learn
a little bit about it and learn about the eighteen
lines and the whole theme of being woven into one,
it makes a ton of sense. Sandygok County is like
the fifth largest county in the United States. It's a
massive place, so there is no one thing that is
going to be reflective of an entire community the size
of Santego County. You know, just just following up quickly
(17:44):
on what it was that Sebastian had to say, It's
right there on the website. Sixty plus focus group participants,
five hundred thousand online surveys, one hundred plus hours of
one on one interviews, one hundred and fifty plus hours
engaging in neighborhoods. Eighteen plus communities are and represented. So
this wasn't like throw something against the wall and see
if it's tacks. A lot of thought and a lot
(18:05):
of energy went into this, and I think that's a
really really important point for people to understand whether they
like it or whether they don't.
Speaker 4 (18:11):
And I thought that was.
Speaker 7 (18:12):
Genius to no research comment like there you go.
Speaker 3 (18:17):
Yes, exactly and what I was going to say, and
just adding this is the chrome. His expression with that,
you know, that was genius thinking what will reflect literally
reflect the count of chrome. But identity isn't just about
what's on the jersey. Behind it all was a design
process that had to turn values into a symbol.
Speaker 6 (18:41):
How do you start the process of designing a new
brand from scratch? The identity, the values, that's the most
important part. That set of ideas will inform the design
team to go and do the creative process of coming
up with a look. Particularly with a symbol, you need
a symbol in the end that is going to be
representative of the team. And in our case, we wanted
(19:03):
a symbol that was also going to be representative of
the vision that we had for San Diego as a
place and as a community. Because of that, we knew
that it couldn't lean on a specific side of San Diego.
So if we picked an animal like a shark or
a dolphin or a seal that would lean on the coast,
if we picked something more like a coyote, maybe it's
leaning on a specific side of San Diego. So we
(19:26):
wanted to really pick something that was all encompassing. Being
an international group of academies and clubs, we also wanted
something global, something that would resonate with global fans. We
landed on San Diego FCA because we wanted to put
the community first.
Speaker 3 (19:44):
So that's the thinking, identity values, and a design that
could represent all of San Diego. But once the badge
was revealed, the real test was how fans would truly respond.
Speaker 6 (20:05):
Our expectations with the launch of the Crest and the
colors were very high, I think because we really loved
what we had landed on, particularly from a storytelling perspective.
As I said, the design, the symbol, the colors, that's
just an expression of your interpretation of the research and
what you heard back from the community, and we felt
that we ran such a strong process with that that
(20:26):
we felt confident of what we had and we of
course ran some tests with different focus groups. We got
you know, I would say eighty eighty five percent predominantly
positive responses. The crest got leaked twenty four hours before
it was going to be revealed. It didn't give us
the opportunity to tell the story that we won it,
and we saw a lot of negativity around it. Twenty
(20:50):
four hours later, we still ran the event and to
our surprise, we saw over seven thousand people join us
to do a surprise reveal with an actual story behind it.
It was a football party, you know, it was a
little bit of a carnival festival. We had supporters, we
had samba dancers, we had local food trucks, and so
(21:11):
it was really a celebration of the club being born
and the club now having a name, a symbol, colors face.
That night, we broke the record for merch sales in
one day for MLS. So, you know, the attendance and
the fact that people wanted to wear the brand really
was a confirmation once they heard the story behind it,
(21:33):
that they were embracing it and so you know, it
was yet another lesson that sometimes what happens online is
not exactly what happens in real life.
Speaker 3 (21:42):
I'm kind of glad there's no coyote or dolphin as
part of the whole show as well. Guys, but over
seven thousand strong, I mean, seven thousand souls got Darren
to set a record breaking night in merch sales.
Speaker 8 (21:54):
It's pretty incredible and it just shows you how hungry
and avid the community were to have soccer in the city.
Speaker 7 (22:01):
So it was just a party all around.
Speaker 2 (22:03):
And I remember driving just on the fifteen freeway past
Friar's Road and past the Murf Dragon, and I mean
it looked like there was a sporting event that was
happening there. That's how big of an occasion, a sense
of occasion there was. But people really went out of
their way to be a part of that. And as
we know with SDFC, they're going to throw a party.
There's DJs, there's music, there's all sorts of stuff happening,
So you know, I just love seeing the embracing of
(22:26):
it all.
Speaker 3 (22:26):
I especially dig the eighteen threads, you know, just bringing
together all of San Diego woven into one. I immediately
gravitated towards that logo and I popped it onto my car.
And now it's funny because a couple of colleagues there
at Fox the Portas they're like, oh, that's AGM's car,
because it has that logo, that badge, it's already part
of the identity.
Speaker 4 (22:44):
It absolutely pops. That's the word.
Speaker 3 (22:47):
And we asked supporters what they thought of the flow.
Speaker 5 (22:52):
I do know about everything is based off of eighteen
and I really like the flow on the crest, the
circular part. I think that was really clever. I also
love that when you put it up against the other
crests in Major League Soccer, it stands out. It really does.
Speaker 13 (23:10):
And all the eighteen threads right here mean about the
whole eighteen states or cities here in San Diego, I mean.
And then the colors represent like the beachy vies, the sunsets,
the amazing views are here in San Diego.
Speaker 11 (23:22):
The community colors on the outside, I think is a
very cool take on a badge I've seen. Compared to
other teams, it incorporates all the different colors for the community.
People can rep the badge, rep the team logos, or
however they want to rep the team in any color
they want, and I think that's a really cool aspect
for the badge.
Speaker 13 (23:42):
I love the colors and we just embrace it. And
the whole eighteen threat is definitely represented in that logo.
Speaker 3 (23:50):
So from steps vision to the fans interpretation, the Flow
has gone from controversial to absolutely embraced in the Finest City.
And here's step on why that circular symbol is at
the heart of San Diego FC and his vision for
the future.
Speaker 6 (24:06):
When you design a modern, versatile and timeless brand, you
want to think of all of the places in which
it will live. We want to put front and center
the eighteen communities coming together to form one San Diego
under their passion for the game. And we really wanted
the flow, which is the central symbol, that circular symbol.
(24:29):
We really wanted the Flow to be something that's stuck.
I think winning in a way that is entertaining, in
a where that's brave, in a way that shows people
that we understand the beauty of the game, playing as
a team, scoring goals, taking risks, entertaining the fans, waiting
games that established this as a performance brand. We've broken
(24:51):
I think three or four records of total number of points,
total number of wins. And we went from being a
community driven brand and having Star publish that pillar in
our identity to now also telling our fans and telling
San Diego and telling the league that we of course
care about winning, but most importantly, we want to win
our way and with our people and with our process.
(25:13):
And so we now have these two pillars with our
brand that you make the perfect combination for any fan
and for any community to get behind their local So
I think for the next probably three to five years
is just solidifying that foundation that we've established as a
community driven club, as a competitive club that wants to win.
And I think the next pillar of our identity it
(25:37):
comes with the Academy, which we're going to be not
curating very soon and it's a huge component of this
full circle element that is part of our identity and
part of our model. Right it's investing in the next
generation of role models that will inspire San Diego as
a community and the US as a country. And I
think once we establish that and we combine it with
(25:58):
our community and performance on the page, we will have
something very special that will be exciting for any fan around.
Speaker 4 (26:05):
The world.
Speaker 3 (26:08):
And it's absolutely special against set Morua. Great vision guys
to put it all together. And I love that that logo,
the just the eighteen threads being woven to represent Darren
the heart of San Diego.
Speaker 2 (26:21):
Yeah, I mean it's it's a fun game to play sometimes,
like a good bar bet is named the eighteen incorporated
cities around San Diego County, give somebody twenty minutes to
come up with them all.
Speaker 3 (26:30):
I'll let's do it like the legendary Hacksaw, Carlsbad, Charla Vesta, Coronado,
Del Mar, Alcohoene and Sanatas, Escondido, Imperial Beach, La Mesa,
Le Mangrove, National City, Ocean Side, Powi, San Diego, San Marco, Santi,
Salona Beach and Vista.
Speaker 4 (26:47):
That's your eighteen.
Speaker 3 (26:48):
Incorporated cities that represent that beautiful logo that we now
know nic does hey man weod job Yes, excellencia, excellencia.
Now from the community to the flow to the way
the team plays, identity is everywhere San Diego FC. And
speaking of identity, it's time to look ahead at Houston
and Houston do we have a problem. We're gonna find
(27:10):
out and back on July fifth at Snapdragon, the Dynamo
Darren Smith edged out a four to three win in
a thriller.
Speaker 4 (27:18):
It was a championship fight. Both teams are just swinging,
Darren Smith.
Speaker 2 (27:22):
Houston has eight home losses, that's the most in the
Western Conference. So even though I feel a little shook
after that San Jose game, I am going to regain
my confidence and feel pretty good about the chances of
the Cromonozula going into Shell Energy Stadium and picking up
where they left off results away from snap Dragon Stadium.
Speaker 3 (27:43):
Even though those bright orange shirts they do stand out,
but they have something to them.
Speaker 8 (27:47):
Definitely, because when we look at the Houston Dynamo, they
are currently in a playoff push following their recent three
one loss to Nashville. So despite the loss, the team
continues to fight for a spot in the postseason. So
with a home game win against San Diego, they could
still make it. So of course that makes them a
very dangerous team.
Speaker 3 (28:06):
And when you talk about a Ben Olsen run team,
they will always try to be dangerous, especially with the
confidence of being there in the space city. They're in Houston.
Time for predictions, guys, are you ready?
Speaker 8 (28:17):
I still believe that as EFC are obviously the better team.
They have performed well on the road and I think
that trend will continue. So my prediction it's a two
to one win or one two because they're away win in.
Speaker 2 (28:32):
Houston, Darren, I think there's a little bit of an
exacting of revenge here, so I think they go in
there they're business like. It's been disappointing, but the next
couple of matches away from home, for whatever reason, bunker mentality,
siege mentality for SDFC three to NILO final in Houston.
Speaker 3 (28:49):
So my prediction, guys, real quick, is that we find
that third element in Houston to give us that quick
destile that launched that rocket launch. We need somebody to
add to Anders to choke. I think we find him
in Houston. Who is that guy, David? Maybe somebody needs
to step up, But anyway, that's my prediction. San Diego
MC will win and Houston give me a two nothing victory.
(29:11):
All right, guys, this one was really fun breaking it down.
I mean, the Reddit roast that was fun, but the
record breaking mert sales, information, sebs vision, the online skepticism
to real life pride, everything that's come together for San
Diego webs, the badge, the colors, the shirt from controversial
to iconic, now carrying the finest city's identity absolutely everywhere
(29:34):
we go. And a big thanks, a big shout, big
hug to Sep Morua for sharing that story. Thanks Scott Damn,
Thanks Darren, thank all of you for listening, and don't
forget to follow the pod and join us next week
as this incredible inaugural season rolls on. I'm out of
Mars and you've been dipped in chrome and asule.
Speaker 4 (29:53):
Reflect on it. Foo
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