Forward to Victory.

When it came to creating a mark for professional soccer upstart Forward Madison FC, the team owners were clear: it needed to be unexpected and feel uniquely Madison. In a town where there are badgers literally everywhere, a plastic pink flamingo finally had a second chance to shine.

In 1979, UW students arriving to their first day of classes were greeted by 1,008 plastic pink flamingos on the lawn of Bascom Hill — a stunt courtesy of the infamous Pail & Shovel society. Immediately, Don Featherstone’s classic pink plastic flamingo became a symbol of Madison’s quirk and irreverence, proudly displayed in gardens and front lawns across the city. In 2009, the plastic pink flamingo officially became Madison’s city bird.

For soccer fans unaware of Madison’s semi-underground flamingo mythology, the mark needed additional elements that would instantly connect it to the city: Madison’s flag leant its white diagonal sash and blue field (representing the city’s isthmus, between lakes Monona and Mendota). The iconic capital dome was incorporated as a set of 11 rays emanating from the flamingo’s head, corresponding to number of players a team fields during games. Four feathers mark the number of local lakes, another point of pride for Madisonians. Roman numerals were added to represent 608, the local area code. There’s a lot packed in.

Forward Madison logo & graphics — Creative Director: Kevin Longino // Designer: Alex Perez // Production Designer: Shelley Mauer // Executive Creative Director: Dana Lytle // Produced at Planet Propaganda

Photography credits — Bascom hill: Michael Kienitz // capital dome: Corey Coyle // Breese Stevens & Brandon Eaton: Forward Madison FC // Lady Forward: Jason Joyce, Capital Times