The legend of the wolf and snake from the Texas prairie has inspired the birth of a new soccer club. Launching in 2027, Atlético Dallas aims to unite soccer fans in the heart of Dallas as they join the USL Championship. Built on the belief that greatness is born on the pitch, where true passion resides, the club has unveiled a brand identity that reimagines the region's history and spirit for a modern audience.
Atlético Dallas' identity stems from the nature and legends of North Texas. The wolf, once the apex predator of the prairie until the 1940s, and the rattlesnake, known for its stealth and endurance, are remembered as creatures that commanded respect amidst competition. These two animals, symbolizing vitality and resilience, embody the resilient spirit of Dallas today and serve as inspiration for the club's brand.
The club's name emphasizes tradition and discipline. The word "Atlético" signifies movement and athleticism, connecting it to the language of global football while also reflecting Texas' multicultural background and its Latino roots. As Dallas is a city where people with diverse visions have come together to create something new, the club also embodies an operating philosophy that prioritizes community and long-term values.
The brand colors also draw inspiration from the land of Texas. The blue Texas Topaz commemorates the official gemstone, while Blackland Crude reflects the fertile Blackland prairies and oil heritage where Dallas began, and Silver Ore symbolizes the club's early pioneering days. These colors, rooted in the land and history, evoke the club's sustainability and local identity.
The typography is inspired by Spanish-era documents and the graffiti styles of the Mexican region of Texas. Designed to create a powerful presence when displaying scores, dates, and player numbers, it establishes Atlético Dallas' unique visual language.
Atlético Dallas is combining tradition, skill, and the energy of the community with the goal of ushering in a new era of Dallas football. Expectations are high for the future this new club will create.
