More Than a Crest
Change is a symbol of growth. It’s not about the final result, but what it took to end at that destination. As Inland Empire Futbol Club embarks on its ninth season, it does so changed. Changed from the multiple promotion battles, changed from the ongoing support of the soccer community and now we get to witness the result of that change.
““This rebrand has come at a good time, because when you are going through a lot of [bad] situations something good has to come out of it. We are going to come out a newborn creature.”
Inland Empire FC has battled with the eagle on its chest since 2011. The previous badge, while it wasn’t topping any of the ‘Protagonist top 10 crests’ articles, was still a legible and strong design appropriate for this level of soccer. So why the rebrand and why now? “I think this is a good time for us to show who we really represent. The old crest was given to us by the guy who created [our] website,” said Moreno, who intently added “ I decided to make it my own: What we represent, what we really are. It has a meaning to it, it's not just an eagle, it's not just a crest. There's meaning for us.”
The rebrand process took a few months. Moreno linked up with talented designer, Liam Broad ( @CustomMarks on twitter and CustomFootballMarks on Instagram), and began to hash out the new crest. Wanting to make sure that this design spoke to his fans, Moreno took to social media for input. This process is important for a club like IEFC. A club who has provided a pathway for talented players to play competitive soccer, but hasn’t been able to develop a relationship to the community it is named after. For Moreno and IEFC, the rebrand is about developing that connection to the Inland Empire.
“We just don’t want to be a regular team, we want to make it as a club that knows what they want. We want to grow in the community and that’s what we are looking to do.”
Aesthetically, the badge is very balanced. All the elements within the crest fit well and have enough space to breathe. The elements pay homage to the Native-American culture and history within San Bernardino County and Riverside County. The Gold star offers a focal point that keeps pulling you in.
The Inland Empire has a rich Native-American culture and a growing soccer empire. Many tribes have settled within the Inland Empire, most notably the Serrano and Cahuila. The area has birthed many talented soccer players like Landon Donovan, Chad Marshall, and Maurice Edu. The I.E. is also home to Silverlakes Sports Complex, home for many high-profile youth tournaments and professional teams in pre-season. Even with the dozens of youth and adult clubs, so few try to claim or represent the Inland Empire.
The new crest isn’t the only way Moreno is looking to change his club. Inland Empire Futbol Club is also looking to expand into the Women’s semi-pro game, an area that has been neglected in the Inland Empire, even with the amount of strong girls academies. Many clubs have talked about adding a Women’s team, but hopefully Moreno can be the one to lead this initiative within the Inland Empire.
“A lot of clubs are going out, but we aren’t going anywhere. We are here to stay.”
Moreno wants his club to represent the I.E. on and off the pitch. He wants his club to honor the past and help develop a better future for his community. The rebrand is the beginning of that change. A new look for the new Inland Empire Futbol Club.