Lexington Sporting Club

We conducted 14 listening sessions. We received over 300 brand surveys and nearly 1500 stadium surveys. And we listened for over 80 hours and conducted over 200 hours of research. Needless to say, we learned a lot, which helped us generate hundreds of names and guide the process to a result that will resonate with the community for years to come. For the visual identity, we partnered with a soccer brand expert. Christopher Payne has many years of experience designing visual identities for soccer clubs. He immersed himself in the culture through listening sessions and spending time in the community. And the message became clear. People are proud of their winning tradition and the landscape that bolsters its signature industries: bourbon and horses. With a stylized horse, custom typography, and recognizable colors from the landscape, the final crest references tradition in a familiar and new way.