Responses by Athletics.
Background: SC Gjøa, New York City’s oldest soccer club, needed a new identity that honored its Norwegian roots and community-driven mission. Founded in 1911, the club now serves more than 800 youth players across Brooklyn. The rebrand had to resonate with longtime supporters and a new generation of families, coaches and players—locally and globally. Just as importantly, the identity needed to step confidently into the modern era: the existing mark was failing across key applications from digital platforms to uniforms, and it no longer reflected the ambition or scale of the club today.
Design thinking: We built a system that balances heritage and modernity. The identity draws from Nordic iconography; the spirit of the Gjøa ship, the first ship that sailed the Northwest Passage from which the soccer club takes its name; and Brooklyn’s urban energy. The result is a flexible visual language that honors the past while empowering the club’s future.
Challenges: Balancing emotional legacy with the need for visual clarity was key. Gjøa’s long history meant every change carried weight; our challenge was to evolve the identity without losing the spirit that makes it meaningful.
Favorite details: We’re proud of how the identity system balances rich symbolism with fresh, modern energy. The crest captures the forward motion of the original Gjøa ship, while the broader system plays with Nordic geometry and clean restraint and contrasts it with the dynamic, urban charm of Brooklyn soccer culture. That tension is what makes the brand feel alive: it’s both rooted and restless, equally at home on a windswept fjord or a concrete pitch in Sunset Park.
Visual influences: We looked at Nordic crests, maritime flags, weather patterns and Brooklyn sports ephemera. Combined with global youth soccer branding systems, that research helped us create something grounded yet globally relevant.
Specific project demands: The emotional connection to the old identity made the process delicate, but the club’s mission—community first and development focused—gave us a clear creative compass (pardon the pun.) That clarity helped guide every decision.
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