3*1*CREW Brand Refresh
Identity and Apparel Design
The Chicago-based supporters’ group of Columbus Crew SC looked to refresh their brand after the successful grassroots #SaveTheCrew movement kept the MLS team in Columbus. Taking inspiration from the team logo, the primary 3*1*CREW logo is distinct through its shield carrier and use of Chicago’s signature six-point stars. A secondary wordmark alludes to the Chicago flag via its horizontal stripes, and both were put to use on pieces of supporter apparel, including a scarf, a pullover and a t-shirt playing up an inside joke. From an idea by club co-leader Mike Reynolds, a flag was developed to echo the Chicago flag using both cities’ skylines.