Rochester New York FC

Ahead of the 2022 season, Rochester Rhinos required a complete rebrand, including a change of name to Rochester New York FC, which steers it away from varsity-like naming conventions and more firmly into the world of soccer. Along with the change of name, the club’s new badge features curvilinear details designed to evoke High Falls, a waterfall at the heart of the city, replacing the rhinoceros emblem that was previously central to the crest. Behind the brand lies the stories of perseverance, determination and the true grit that the city, team and owners are all made of, recognised in the club philosophy of ‘Believe Impossible’.

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