Richmond Youth Soccer Association announces its rebranding as Richmond FC with a completely new club identity

Today, the Richmond Youth Soccer Association announced its rebranding as Richmond FC, with a complete visual rebranding to mark a new direction for the association while continuing to celebrate its past. The revamp also includes an update to its vision, mission and values developed with input from both its parent and youth player members.

“With many program enhancements set to take place starting Fall 2014, we needed a new definition as to what our brand represents in our community and to better reflect our new commitment and dedication to our youth,” says Dan Brodie, Director of Marketing and Brand for the RYSA. “Rebranding our association as Richmond FC will help to strengthen awareness for the positive role our association plays in our community.”

RYSA members were surveyed in the fall of 2013 on how they currently see it benefiting their kids and the direction they would like the association to take. Besides fostering a love for the game of soccer, both parents and their kids see the RYSA as a strong component to making lifelong friends. Based on survey results, the RYSA renamed Richmond Soccer as Richmond FC plus developed its new vision, mission and values:

Vision: To inspire a lifelong love of soccer
Mission: To lead the advancement of soccer development while nurturing a love and appreciation for the sport.
Values: Community Spirit, Fun, Respect, Dedication, Passion

Besides signifying a unified look and feel for all Richmond FC member teams, the new brand logo features a compass to represent the positive direction the association brings to Richmond youth, such as teamwork, leadership, soccer skills development and the opportunity to make lifelong friends.

“The compass in our new logo illustrates that we have clear direction in where we are going and what we do,” adds Brodie. “The logo defines a collection of teams to create a stronger and unified identity for Richmond soccer and the positive direction it can make in a youth’s life.”

About The Richmond Youth Soccer Association (RYSA)

Established in 1955 and run by volunteers, the RYSA is a non-profit association committed to providing achievable and sustainable soccer programs for the city of Richmond youth.