One Club, One Legacy was created for Rapids fans to provide input on the club and its future - we said from the start that we wanted the community to help determine what came next - and we meant it.
As part of the project, the Rapids gathered feedback during a 12-month period, culminating with the public launch of the One Club, One Legacy platform in December 2025. To date, over 5,000 fans have provided input throughout the process, and as we near the 30th anniversary of our first-ever home match, we wanted to provide an update.
What We Heard
As part of this initiative, we conducted a survey and series of focus groups for fans to provide feedback on the club's brand, crest, and overall identity. Here's what we heard:
- 90% of fans identify with the name “Colorado Rapids”
- 55% are open to updating the crest (+30% above average across sports fans, per Journal of Sport Management, 2012)
- There is a clear preference to reimagine, not reinvent, the essence of who we are
- There is strong support for developing a visual identity that is both more modern and more expansive
- There is an expectation that new visual marks should be paired with continued enhancements to the fan and matchday experience
What This Means
Guided by this input, the club has begun a process to refine and further build the Rapids brand for the next 30 years, by:
- Clarifying the purpose and meaning of Rapids
- Reimagining and modernizing the current crest, secondary marks, colors and imagery to improve focus, consistency, and impact across all platforms
- Continuing to make improvements to the fan and matchday experience
In The Details
Fans were largely unified across some key items including the name, crest and colors.
The Name – The Rapids Remain
The name ‘Colorado Rapids’ has been earned over three decades.
The Crest – Ready for an Update
Many fans feel the crest would benefit from an update but wanted to be sure our history wasn't left behind.
“We’re called the Rapids, but there’s nothing in the badge that feels like Rapids” - Survey Respondent
The Colors – The Burgundy Boys Will Stay the Burgundy Boys
The majority of fans see burgundy as a core part of the club’s identity
“No other MLS club owns this color” - Focus Group Attendee
“When I see burgundy, I think Rapids” - Survey Respondent
The Identity – It's About the Journey, Progress is Earned
Fans say their best memories combine place + people + challenge, noting:
- They remember winning together, enduring together, and belonging together
- They believe the journey matters - that progress is earned, not given
- They feel meaningful victories are shaped long before they are seen
- They want the Rapids to reflect on how Coloradans live, not just how the state looks
The Respondents
Data was collected via surveys, in-person interviews, and focus groups over the past 12 months.
Respondents were spread across long-time fans and recent fans, including:
- Rapids Season Ticket Members
- Centennial 38 Members
- Local & National Media
- Local & National Corporate Partners
- Current Players, Past Players, Coaches, Technical Staff
- Local Community Leaders & Partners
- Local & National Sports, Entertainment & Business Leaders
- Rapids & KSE Commercial Staff
What’s Next
In the coming months, the Rapids will continue to move this project forward with ModestWorks and Name & Number. ModestWorks is a strategic design studio specializing in the development of memorable brands. The club and ModestWorks will be supported by soccer-specific agency Name & Number, which will continue to consult on the project.
The club will provide opportunities for fans and club stakeholders to continue to be involved in this project, including potential focus groups and feedback sessions. To share your interest in participating in focus group or feedback sessions please submit your information here ➡️ https://rapids96.com/OCOLFeedback
The Rapids are also committed to improving the overall fan experience, with a focus on matchday.
April 2026 Updates
- The club hosted a public in-person Fan Forum on February 28 with KSE President of Team & Media Operations Kevin Demoff, Colorado Rapids President Pádraig Smith & Colorado Rapids Chief Business Officer Haley Durmer.
- The club is exploring another Fan Forum session in July, pending fan interest.
- The Rapids, DICK’S Sporting Goods Park Stadium Operations and the club’s third-party vendors have revised the post-match survey and review process for 2026.
- The club and our partners have unveiled a new food and beverage program highlighting local, Denver-based restaurants, new artwork throughout the stadium that showcases the history and culture of the Rapids and a more intentional matchday presentation.
We welcome your feedback in these areas! Please submit your feedback here ➡️ https://rapids96.com/MatchdayFeedback