Brand Identity done for Madison Wisconsin’s first American professional soccer team, Forward Madison FC. The task was creating a mark filled with Madison symbolism starting with the sash representing the city's isthmus. The 11 rays at the top represent the 11 players on a soccer team and the Roman numerals at the bottom represent 608, the city's area code. The Forward Madison's design system was created to allow flexibility across all applications and still capture the history of football culture.