Episode 19: The SDFC Brand – Crest, Colours and Chrome Uniting a Community

San Diego FC: Behind the Flow

When San Diego FC first unveiled their look, it sparked debate. Some called the badge AI-generated, others dismissed the shirt as a dud. But in just a few months, both have become symbols of a club finding its identity.

This week, Behind the Flow dives into the story of the brand. Adrian García-Márquez is joined by ESPN’s Katia Castorena and San Diego Sports 760’s Darren Smith to relive the December 2024 kit reveal, hearing from fans who picked up their jerseys that night — and comparing those first impressions with the voices we captured at Snapdragon just weeks ago.

We also sit down with Seb Morua — the man behind San Diego’s crest, colors, and chrome — to uncover how research, culture, and design combined to create a modern, global football identity. “You start by listening,” Seb explains, as he takes us through how the Flow’s circular symbolism, community insights, and design choices came together — and how the crest launch broke the MLS single-day merch sales record.

From the fans to the floodlights, from the crest to the chrome, this episode explores how a look became a legacy for San Diego FC.

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