The outcome was a design system that captured the true spirit of Mumbai, vibrant, resilient, and full of character. The branding felt deeply rooted in the city’s essence, making Mumbai not just the home of the club but its heartbeat, reflected in every player, fan, and piece of communication. It brought the city alive in the club’s identity, creating a visual language that is unmistakably Mumbai.
Mumbai City Football Club
Branding the Mumbai Football Dream
ABOUT
Mumbai City Football Club, fondly known as MCFC, is one of India’s premier football clubs competing in the Indian Super League (ISL). Established in 2014, the club represents the vibrant, ever-passionate spirit of Mumbai - a city that never stops moving. Known for its attacking style of play, world-class management, and strong grassroots programs, MCFC has become a powerhouse both on and off the pitch. With the backing of the City Football Group which also owns Manchester City FC, the club combines global expertise with local flair, embodying the energy, resilience, and diversity that define Mumbai.
THE ASK
Branding the Mumbai Football Dream
MCFC approached ting with a bold vision which was to create a design language that is flexible, dynamic, and unmistakably Mumbai. It needed to work seamlessly with or without player imagery, while offering customizable layouts that could resonate across different locations and audiences. The challenge was to capture the city’s energy, diversity, and spirit and turn it into a visual identity that feels alive everywhere the club goes.
THE SOLUTION
The Redesigned Mumbai City FC badge embodies the elements and values of the city of Mumbai
When Mumbai Wore Its Heart on Its Sleeve
The city turned into a living canvas, with every street, every wall, and every roar from the stands echoing the pulse of Mumbai. The design system didn’t just represent the club, it became the city, vibrant, resilient, and unmistakably full of character. With the new MCFC branding, Mumbai was no longer just the home of the club. It was its heartbeat, beating through every player, every fan, and every piece of communication that painted the city blue.
Like our work? Give us a little ting.