AC Grand Rapids
BRAND VISIBILITY
Flow Together
Club Tagline
A Shared Current
Flow Together is more than a tagline. It connects the club to the Grand River and to the community that surrounds it.
The idea is rooted in movement, connection and collective momentum. Different people and different paths moving forward as one.
Built Into the Crest
The idea of flow already lives within the AC Grand Rapids identity. Three waves at the top of the crest represent the Grand River.
The river is embedded into the club's identity from the beginning.
From Symbol to Language
The waves become a recognizable graphic element that can live alongside the club's central message.
A simple expression of place, movement and community: Flow Together.
Grand Rapids
River Flow Motif
The Grand River
Actual river geometry through downtown Grand Rapids.
Isolate & Rotate
The river is isolated and rotated to create an abstract shapeB.
Build the Flow
The river is colored, smoothed, and repeated in offset and scale to build movement.
Refine & Balance
Supporting currents are simplified and balanced while the original river remains visible.
A Flexible System
One river. Many expressions. A flexible graphic language rooted in Grand Rapids.
Wood Grain Motif
Water in Motion
The Grand River begins as movement. Currents, ripples and eddies create an organic surface that is constantly shifting.
Trace the Current
The movement of the water is translated into an illustrated line language, preserving the rhythm of the original current.
Water to Wood
The flowing lines begin to take on the character of wood grain, connecting the movement of the river to a natural material language.
The Current, Applied
The illustrated water pattern becomes a flexible texture for apparel and merchandise, carrying the movement of the Grand River directly into the club.
The Grain, Applied
The same visual language takes on a warmer, more tactile expression through wood grain, creating a second texture rooted in the same source.
Color Translation
ACGR / Nike
Nike’s available uniform colors do not map exactly to the AC Grand Rapids brand palette. These comparisons show how the club’s core colors translate into Nike’s production color system and where subtle shifts in tone should be expected.
River Blue
Closest Nike Match
College Navy is slightly lighter and less saturated than River Blue. It maintains the deep navy character of the brand while reading a little softer in fabric.
Sunset Gold
Nike Team Gold
Team Gold shifts lighter and more neutral than ACGR’s Sunset Gold. The result feels softer and more refined, making it especially effective for trim, numbers and secondary details.
Sunset Gold
Nike Club Gold
Club Gold is darker, richer and more yellow than Sunset Gold. It creates a stronger visual statement and carries a more traditional athletic gold appearance.
The goal is not to reproduce the ACGR palette perfectly, but to preserve its character within Nike’s available production colors.
Kit Collection
Heart Beat + Heritage
Heart Beat
Home / Away / Alt
The river is the heartbeat of the city. The city is the heartbeat of the club. Like PSG and River Plate, this design turns the River Blue stripe of the ACGR crest into a core design element. Not every club ties their identity into their kit design. We think the blue stripe could become synonymous with ACGR. We believe there is no better club in the league to wear River Blue front and center. The vertical center stripe is a timeless kit feature in soccer. Sublimating the Flow Motif into the River Blue stripe adds a modern touch.
Staying true to the crest pattern of black-blue-black. This is the strongest home option and an obvious choice for an inaugural kit. Nike Anthracite 060 kit with a sublimated River Blue stripe.
Opposing fans will remember the elegant white kit with the strong River Blue stripe. Nike White 100 with a sublimated River Blue vertical stripe. Optional College Navy 419 sock for contrast.
The full blue kit with black stripe is the alternate that will fill the stadium with color. Important to note - College Navy 419 kit with Anthracite 060 vertical stripe. Grey-blue wave motif sublimated onto vertical stripe.
Heritage
Home / Away / Alt
Tradition starts somewhere. And sometimes the simplest designs are the strongest. Like Chelsea, Arsenal, or Real Madrid, this kit draws on the history of Grand Rapids for inspiration and keeps the design subtle and understated. A classic silhouette with a modern kick, The Heritage kit has strength and boldness in solid colors, until a closer look reveals the details of the water and lumber motifs. The collar screams tradition, and demands a level of respect. This kit is meant to leave supporters thinking, “We’re a 200 year old club, coming in 2027.”
The flagship kit that this club deserves. It's rare to see an MLS club in a 1-color kit. Even more rare to see a collar. The ACGR brand works for both features. Opponents should be overwhelmed in a sea of blue. On and off the pitch. Can be accomplished in Nike College Navy 419.
There's nothing that says tradition like a white collared kit. True fans will jump in line to have this simple piece in their wardrobe. Looks good on TV, looks even better at the office, looks best on the pitch. Nike white 100, Team Gold 783, College Navy 419.
Black and gold is as elegant as it is sophisticated. Worn only on special occasions, this kit will evoke a sense pride and swagger in the fans. Nike Black 010 and Team Gold 783.
Goalkeeper
Color Exploration
