Friday, April 26, 2013

New Pro Soccer Team Using History in its Branding

Yesterday the new North American Soccer League franchise based in Indianapolis announced its logo and branding. In a rarity for professional sports teams, the new Indy Eleven chose a historic military connection and kicked off the new look on Monument Circle in front of the Soldiers and Sailors Monument. The team says the name is a nod to the 11th Indiana Volunteer Infantry Regiment.
Source: IndyEleven Instagram
The 11th was commanded by Lew Wallace, who later wrote Ben-Hur and became one of Crawfordsville, Indiana's most famous residents. The General Lew Wallace Study & Museum has a blog and website.

The team will begin play in 2014 at Carroll Stadium on the campus of IUPUI in Downtown Indy. Back in 1997, I saw the then Dallas Burn beat DC United on penalty kicks to win the US Open Cup. It was a great atmosphere for soccer and I hope the city embraces the Indy Eleven and this new effort to make pro soccer a success in Indiana.

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