by abduzeedo
Explore the new S.C. GJØA soccer brand identity by Athletics. See how geometric ship crests and bold systems redefine New York’s oldest youth soccer club.
History is a heavy lift in sports branding. S.C. GJØA has carried that weight in Brooklyn since 1911. Founded by Norwegian immigrants, it remains one of the oldest youth soccer clubs in the United States. Athletics NYC took on the task of refreshing this legacy. They focused on art direction and a comprehensive design system. The goal was to create a visual language that speaks to both heritage and modern youth development.
The project centers on the concept of collective play. Soccer in New York is about more than just a ball. It is about culture and community identity. Athletics needed a symbol that young athletes could wear with pride across Brooklyn’s diverse neighborhoods. They looked to the club's maritime roots for the answer. The "Gjøa" ship is the heart of the new identity.
Athletics distilled the ship into bold, geometric forms. This move replaces complex historical imagery with clarity. The new crest is designed for the modern era. It works on a digital screen and scales perfectly for a physical jersey. The ship represents forward movement and shared direction. It acts as a rallying symbol for players and families alike.
The visual system extends far beyond a single logo. It includes a wordmark and a cohesive color palette. The typography feels strong and local. It avoids the hyperbole often found in corporate sports marketing. Instead, it offers a voice that is approachable and confident. This system now lives across uniforms, training gear, and digital touchpoints. It turns every training field into a shared, branded space.
Great design solves for both the past and the future. Athletics managed to honor the club’s storied history while energizing its next generation. The result is a soccer brand identity that feels rooted in the soil of Brooklyn. It is a foundation for strengthening the community around the game. The GJØA Way is no longer just a slogan. It is now a visual reality that players can see and feel every match day. This work proves that tradition does not have to be stagnant. It can be a tool for growth.
Credits
- Design by Athletics NYC in collaboration with North Sea Air.
