The name 1904 refers directly to San Diego itself, as the number is a popular way for locals to represent their city (S being the 19th letter of the alphabet and D the 4th). This local reference was placed at the heart of the logo and the visual system, making it an instantly recognizable and unifying symbol.

We also created a custom cursive script lettering to bring a more dynamic and energetic touch to the identity, and even had the opportunity to paint a mural in San Diego to unveil the branding to the entire city.

Finally, we developed a custom typeface created exclusively for the club, designed to strengthen the identity with dedicated numbers and player names on the jerseys. The typeface plays on the visual ambiguity between the number 9 and the letter S, embedding this subtle detail directly into its letterforms.

Although the club no longer exists today, following its acquisition by a major franchise, 1904 FC left a strong mark on the city with the passion it inspired among its supporters. Its identity remains a lasting example of how design can capture the spirit of a place and the energy of its fans.