I like the brand Miami FC as the concept and now the execution of the execution turns out to be “pretty damn good”.

Once you get past the visual effects, the legal mumbo jumbo helps the new identity craft a cohesive visual language that works fairly seamlessly across digital, social media and press services. The logo is typeset in one of five metallic finishes, grayish in tan, or a noble copper, with a hint of dimension. The logo is strong and dynamic and, if I’ve ever learned anything in my time at CBX, it’s that dimension is kind of key.

The integrity of a brand is defined by whether or not it can be sustained over time. If you can’t sustain it for more than two decades, it’s gone. If you can’t sustain it for more than two decades, it’s not going to be around for much longer. I’m not saying it’s a great logo, but it’s a safe one. The typeface choice is almost the downfall of it, but it’s a perfectly acceptable solution.