Rapids Fans –
Since the launch of One Club, One Legacy back in December, the club has hosted over 20 focus group sessions and heard from thousands in the Rapids community. As we head into the stretch run of the 2026 MLS season, we wanted to provide a few updates on the project.
What’s happened since our last update in April…
Guided by fan input, the club has continued to refine the Rapids brand by clarifying the purpose and meaning of “Rapids”.
Find the full April update here.
What This Means
Fan feedback has helped us clearly define what the Rapids brand stands for and how it should show up for our community.
How We Did This
January-July
- The club completed an in-depth research process which included in-person and virtual interviews as well as feedback sessions across a wide scope of participants. This phase was led by agency partners Name & Number & ModestWorks.
May
- The club hosted in-person and virtual focus group sessions with fans and staff to test the findings and direction of the project.
- These sessions took place around the U.S. Open Cup quarterfinal match at DICK'S Sporting Goods Park.
- The conversations were focused on two areas:
- Testing and challenging the brand identity and strategy.
- An exercise on what participants felt should be included in a reimagined Rapids visual identity.
July
- The club hosted additional sessions to test and validate the club’s brand strategy and path for a new visual identity. These sessions included key partners including adidas, MLS, fans and staff.
September
- The club hosted an in-person Fan Forum with Season Ticket Members at DICK'S Sporting Goods Park. The forum addressed topics on both the sporting and commercial side of the club from President Pádraig Smith and Chief Business Officer Haley Durmer.
What’s coming next…
Informed by the work we’ve done together so far, the club will move into the next phase of the project to create the club’s new, reimagined visual identity.
What This Means
Visual Identity Development is Underway: Guided by fan input, the club has partnered with several designers on the next phase of the project - this phase includes the primary crest, secondary marks and a refinement of colors.
Creation of the Rapids Fan Council: The club is committed to continued fan involvement throughout this project, and we’re excited to announce the creation of the Rapids Fan Council, a group of fans & experts, who will help guide the work going forward.
The Rapids Fan Council will be a wide-ranging group of individuals that represent the Rapids community at large.
The Fan Council will be made up of:
- Fans – Season Ticket Members, Centennial 38 members, new Rapids/soccer fans.
- Media – Voices across the Colorado, soccer, lifestyle and sports media landscape.
- Industry Leaders – Trusted marketing, creative and brand experts who work in the relevant fields across different industries.
- Community & Corporate Partners – Participants from across the club’s network including experts in youth soccer, health & wellness and other Colorado-specific businesses.
- Players & Staff – Current/former Rapids players/staff.
If you would like to submit an application to be a part of the Rapids Fan Council, please email OCOL@coloradorapids.com with your name, contact info and a written summary of no more than 300 words of why you would like to be considered.
Fan Feedback Sessions on the Visual Identity: Outside of the Fan Council, the club will host additional fan feedback sessions during the process of creating the new visual identity.
The Next Update: Keep your eyes on club channels for updates on Fan Feedback session dates and RSVP information.
Thank you for your interest in helping us shape the future of the Rapids!
