Richmond Kickers unveil new branding ahead of 33rd season

RICHMOND, Va. (WRIC) -- As part of the upcoming 30th anniversary of the Richmond Kickers' 1995 Lamar Hunt U.S. Open Cup win, the club has unveiled a new crest and brand identity. According to a release from the Kickers' website on Wednesday, Jan. 29, the new branding was designed collaboratively by Alyn Carr, the director of branding and marketing for the Richmond Kickers, and Alex Kocher, the creative director at Easy Friday Company. “Refreshing the Kickers brand identity required a much different process than creating something from scratch — there is over 30 years of history to take into account,” Kocher said. “We wanted the new identity to reflect that storied heritage but also to communicate the vision for the Kickers’ future as well. During our creative process we prioritized the connection between club and community and visually we wanted to show that through the interlocked monogram. Our previous identities focused on the Kickers, but we know that the club wouldn’t exist without Richmond and that felt like an important distinction to make.” (Courtesy of the Richmond Kickers)(Courtesy of the Richmond Kickers)(Courtesy of the Richmond Kickers)(Courtesy of the Richmond Kickers) To read more about the club's branding overhaul, visit the Richmond Kickers website.