Atlanta City FC Unveils Its Look and Plans
Atlanta City FC picked its name, logo and colors before its 2028 debut as the 17th team in the National Women’s Soccer League. Owner Arthur M. Blank paid a reported $165 million to join the league. The look was shaped after many drafts, with ideas coming from supporters, artists, local sports bosses and even Mayor Andre Dickens.
The badge mixes a phoenix with a four‑petal dogwood flower. The phoenix stands for the city’s bounce‑back spirit, while the flower hints at togetherness and strength through the year. Roots tucked into the bird’s shape link the team to Atlanta’s past. Red dominates the palette, reminiscent of a typical Atlanta sunset, but shades of Georgia peach, shiny platinum and deep black set it apart from the hues used by Atlanta United and the Falcons. The club will be shorted to ATLCTY on scorecards. Fans worried about mixing it up with Angel City FC, so the designers worked hard to keep the mark unique.
Beyond the badge, the staff is busy hiring coaches and players, and readying the first kits. Plans call for fresh training grounds, with Blank saying he will put more than $20 million into those facilities. A special event this Sunday lets fans buy gear made by Peace Collective, a Canadian brand that is separate from the Nike line. The collection includes shirts and jackets meant for everyday wear — school, work or hanging out. Duggan explained that the line tries to hit a variety of tastes while keeping the women’s soccer fan in mind.
Atlanta has seen women’s soccer before. The Atlanta Beat played in the early 2000s WUSA and again in the early 2010s WPS. When the NWSL launched in 2013 it started with eight teams. Adding Atlanta and a Columbus, Ohio side for 2028 will more than double the league’s size. Other new clubs have already made waves — Boston Legacy changed its name after fans disliked the first pick, and Denver Summit has drawn big crowds while chasing a playoff spot. Duggan said the group wants to push the league forward and lift the sport’s profile across the country