Los Angeles Football Club (LAFC) unveiled its logo and colours on Thursday, but it was the addition of Will Ferrell as one of the MLS team’s new part-owners that really stole the show.
Riot Games co-founder and CEO Brandon Beck was also introduced as a new part-owner, but nearly all of the buzz created inside Union Station in downtown Los Angeles surrounded Ferrell. The comedian took the stage about 25 minutes into the presentation and was introduced by another part-owner, former U.S women’s national team star Mia Hamm.
The club is owned by Malaysian billionaire Vincent Tan and American venture capitalist Henry Nguyen with Magic Johnson, Peter Guber, Tony Robbins, Mia Hamm and Nomar Garciaparra among the minority partners.
Also in attendance were members of the LAFC fan group, Black Army 1850, which originally was affiliated with the now-defunct Chivas USA. Members from as far away as Palmdale, a 60-mile drive from downtown LA, were on the scene.
It’s thrilling to see a turnout like this. The fact that we have people from Palmdale is impressive. If we’re already reaching out to Palmdale, you know we’re in good shape.
LAFC President Tom Penn, who also works as an NBA analyst for ESPN, indicated that it was another part-owner, Larry Berg, who approached Ferrell about joining the ownership group; with Berg’s children playing on the same soccer team as Ferrell’s.
What followed was a series of meetings with Penn, managing partner Nguyen and LAFC Executive Chairman Guber.
Ferrell was really enthusiastic about it and now he’s a member of the club.
The additions swelled LAFC’s ownership ranks to 26.
New LAFC club logo unveiled
The club also unveiled its official crest and club colours at the press conference crest, revealing a wing incorporated into an “LA” monogram. While black has been part of LAFC’s identity from the start, the club’s shade of dark gold appears to be unique in the league. Nguyen says LAFC also will incorporate splashes of red into its schemes.
Crest designer Matthew Wolff said each element of his work tied into the city of Los Angeles.
The crest, “100% made of Los Angeles,” derived its outline from the Seal of the City, incorporating an Art Deco-inspired typeface (Neutraface) based on the signage of architect Richard Neutra, a nod to Downtown Los Angeles’ rich collection of buildings designed in that style.
Pitch Black and California Gold colour the crest, and are meant to embody the success, urban texture and glamour of Los Angeles. A flash of Glory Red represents the team’s home in the heart of the city, with Asphalt and Wolff Gray complements.
The “LA” monogram incorporates a wing intended to pay homage to the “City of Angels” with its power, mobility and aspirational nature. The four blades represent the four club pillars, and the city’s founding date of Sept. 4, 1781.
New soccer-specific Stadium
LAFC is committed to building a 22,000-seat soccer-specific venue, bringing USD$250m in private investments to South Los Angeles; with the club slated to join MLS from 2018.
The entire development has been designed by LA-based architectural firm Gensler and will also include restaurants, office space, a conference centre and soccer museum.
We are not only committed to creating a dynamic soccer experience for our fans, but are equally excited about the impact our stadium and facilities will have in reshaping and revitalising South Los Angeles.
The construction of the new stadium in the underdeveloped South Los Angeles area is expected to produce a one-time economic activity of more than USD$275m and over 1,200 new union and non-union jobs. Additionally, once open, the new stadium is estimated to generate more than USD$129m in new economic activity, create more than 1,800 full-time jobs and produce USD$2.5m in annual tax revenue.