RICHMOND, Va. – The Richmond Kickers today unveiled their new crest and brand identity ahead of the 2025 season. One of the longest continuously operating outdoor professional soccer clubs will take the pitch under the new crest that honors the city of Richmond, its community and the club's long-standing history.

Since the club's founding in 1993, the Richmond Kickers have created a storied legacy of championships, community impact and an enduring influence on soccer culture across North America. The new brand identity marks the next chapter of this story.

To form the new brand identity, the Richmond Kickers called on Alex Kocher, Creative Director at Easy Friday Company. Kocher, who also led Richmond Ivy SC's brand conversation, worked hand in hand with Richmond Kickers Director of Branding and Marketing Alyn Carr to bring the refreshed brand to life.

"Finally, it's here! I hope Richmond, our fans and excited newcomers can see how the city is represented in this crest," Carr said. "We hope to continue to build and support the city for years to come. Working with Alex has been wonderful, and we are so excited to present the new crest to the community!"

In collaboration with club leadership and stakeholders, Kocher helped establish the goals of the refresh — to celebrate the club's legacy, to reflect the club's love for the community and to help it step into a new era of success.

The crest joins world football's leading clubs in a more traditional design. Standing firm in the club's 32-year legacy, the individual elements of the mark represent Richmond.

The city name stands prominent at the top of the crest, as bringing championships to the city remains a priority within the club. The interlocking 'RK' monogram at the heart of the crest represents the strong bond between the club and the community.

"I am grateful for the opportunity to be a steward here, coaching for such a storied club," said Chief Sporting Officer and Head Coach Darren Sawatzky. "Our sport in the United States is evolving and our brand is evolving with it. With so many great people involved in this club over the years, our new mark represents the people who have built this club, the people who have maintained it, and it represents so many great people who are taking us into the new generation of soccer in our country. Our brand is clean, traditional, and we are excited to take this club the next 30 years, thriving on the field and in our community."

On the color of the crest, it remained crucial to lead with red but add in navy blue. The crest's new color story evokes the club's history — returning to the red, white and blue from the inaugural 1993 season and the iconic 1995 Lamar Hunt U.S. Open Cup-winning team.

The updated brand catalog also extends to the club's beloved mascot, Kickeroo, with a refreshed look heading into 2025. Across 11 different marks, the family of logos includes the secondary crest, the isolated monogram and new wordmarks. The wordmarks feature new designs and a new font which evolved from the previous iteration of the brand.

"Entering our 33rd season as one of the elder statesmen across the U.S. soccer landscape, it was time to refresh our brand identity," Richmond Chairman and CEO Rob Ukrop said. "With our new identity, we look to emphasize our mission of strengthening community connections by curating a joyful, authentic soccer experience in Richmond, Va. Led by Alex Kocher and our creative team, we love the interlocking 'RK' monogram at the heart of our crest and all that it represents for both club and community. The crisp, clean look reminds us of the simplicity of the beautiful game that is beloved here in Richmond."