USL Arkansas officially announced its team name and brand, unveiling Ozark United FC as the symbol that will represent men’s professional soccer in Northwest Arkansas. Ozark United FC reflects the unity, diversity and passion that define the region, emphasizing the collective spirit that will drive the team’s success on and off the field.
The brand embodies the region’s natural beauty, deep-rooted community spirit and a commitment to unite the communities of Northwest Arkansas. All of these were learned focuses for the club through extensive community involvement.
USL Arkansas gathered tens of thousands of pieces of feedback that shaped the team’s identity and vision, utilizing a community-centric approach. This included nine focus group sessions with 36 Ozarkers from diverse backgrounds, online fan surveys, 16 community listening sessions and thousands of one-on-one conversations. By actively engaging with the community, the club ensured that the brand truly belongs to the people of the region, reflecting their pride and deep connection to the game.
“We are thrilled to announce Ozark United FC as a brand that embodies the values and heart of this incredible community,” Warren Smith, co-founder of USL Arkansas, said. “From the start, it has been about creating something that represents the people and brings everyone together under one banner.”
Co-founder Chris Martinovic added, “The input from our fans has been essential, and Ozark United FC captures that essence of togetherness that makes Northwest Arkansas so special. We couldn’t be more excited to unveil this brand and begin this journey with our supporters.”
Inspired by the unique, beautiful landscape of Northwest Arkansas and the Ozarks, Ozark United FC embraces the rugged terrain and rich cultural history of the area while celebrating the values of authenticity, commitment to excellence, passion, compassion and belonging. The crest features a unique condensed “O” shape representing the high terrain of the Ozarks. The interwoven “O-Z” monogram is symbolic of the interconnectedness and individuality of the communities in our region, anchored by its four largest cities: Bentonville, Rogers, Springdale and Fayetteville. The ever-ascending stripes represent the region’s limitless potential and its rising acclaim, as well as the mountains that define the Ozarks.
The Arkansas State motto, Regnat Populus (“The People Rule”), is a prominent feature in the design, reinforcing the club’s commitment to being a club by and for the fans. Inside the state motto is the number 25 within a diamond, highlighting Arkansas as the 25th state in the union and the only U.S. state where diamonds are naturally found. The club’s name is proudly displayed in a modern, clean typeface of Sofia Sans, representing both the forward-thinking nature of the team and its deep local roots. The varying shades of green in the crest nod to the beautiful greens of the Ozark forests and the landscape that defines the region.
In addition to the primary crest, the club features several secondary marks, including a legacy mark that honors Arkansas’s nickname as the “Natural State” and an origin mark celebrating Arkansas as the 25th state in the Union, highlighting the club’s official launch in 2025.
Ozark United FC continues to work toward its goal of kicking off its inaugural season in 2026. In the coming months, more details on the club’s progress and key milestones will be released.
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