But Scallan and the organization have reprioritized a few things with the new approach: putting Houston and the club’s relationship with the community front and center, and backing up their commitment to making the Dash and Dynamo true equals. will paint the player tunnel at BBVA Stadium, what Scallan said would allow the team to have his “fingerprints” and the feel and vibe he provides for Houston at their home stadium.Īs with any team that’s gone through a brand refresh, new crests and a mission statement don’t magically solve every single problem. When you put them next to each other, their strength multiplies based on the pressure and support they get from their neighbors.” Scallan said the matching hexagon crests showed how the Dash and Dynamo were on equal footing, but also how the players and supporters were stronger together.Ī post shared by Donkeeboy Jr. “Hexagons are the strongest naturally occurring shape.
“It’s a little more scientific, but it’s really special,” Scallan said. The choice was intentional: the six sides represent the six wards of Houston, and also link back to the Dynamo’s founding in 2006. Both crests feature a hexagon, rather than a shield or roundel. Even the angles on the “H” are a nod to Pennzoil Place, an iconic part of the Houston skyline. The main design element of the new crest, the H, has negative space filled with blue, a reference to Houston’s bayous. For the Dash, gone is the clip-art soccer ball and the attempt to capture the concept of speed. Houston is now front and center on both crests - the largest part of the team name. It’s going to be more about how we’re going to build the organization and the club as a whole.” “It’s not just a pretty little logo, which is going to get all the attention. We had to develop and then put our framework up, which was our vision, our mission, our value statements,” she said, before walking through all the elements of the brand refresh. “We stripped it down to the studs, and that got ugly. The end result does include two wholly new crests, but Scallan compared the entire process to remodeling a house. From there, the internal creative team got to work, once again with 9th Wonder’s help. “One thing that was very clear was we were not getting rid of the Dynamo (team name), we weren’t getting rid of the Dash (team name), and we weren’t getting rid of orange,” Scallan said.
Finally, Houston and creative agency 9th Wonder collaborated for the first shift to a more cohesive approach to the Dynamo and Dash with the Hold It Down campaign - a club motto that worked for both MLS and NWSL - in January.Īfter doing focus groups with supporters, there were some things locked in as the organization looked for its fresh start. Then in October of that year, the Dash played a friendly in Monterrey, Mexico against Tigres Femenil, and though they lost the game, the personnel on the trip came away with plenty of notes on how Tigres advertised the men’s and women’s first teams as equals on billboards and around the stadium. The Challenge Cup was a huge boost for the NWSL side of the organization, but three other major influencing events changed the course to Tuesday’s rebrand, though it has actually been in the works for two years.įirst, Katie Scallan was hired as chief marketing officer in July 2019. I think Houston, as a community, will follow and I’m really excited to see what happens in 2021.” “I think we have reinvented ourselves, and we’re going in the right direction. “It’s perfect timing for a rebrand,” she said. Kristie Mewis, who had the best 2020 out of anyone, told The Athletic, these successes are the ideal foundation to build on. The Dash lifted their first trophy in 2020, winning the Challenge Cup this summer, then following it up with a second-place finish in the Fall Series.
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