A NEW ERA OF EARTHQUAKE SOCCER BEGINS

Fiction is a strategy & design firm based in Portland, Oregon rebrand The San Jose Earthquakes logo.

“One of the earliest challenges was how to visually communicate the idea of an earthquake. Unlike other team mascots that tend to be animals or even simple nouns like objects or forces of nature, an earthquake is the moving of tectonic plates against one another beneath the earth’s surface. We took that abstract idea and created a pattern, which we call the “impact pattern”, to visually encapsulate the idea of energy and movement, which became incorporated into the final logo as part of the field in which the ball rests.”