Rochester Rhinos rebrand as Rochester New York FC

With guidance from British professional soccer star and club co-owner Jamie Vardy, the Rochester Rhinos has announced a rebrand to Rochester New York FC, to be known as RNY FC. Vardy, a Premier League Champion, FA Cup winner, and Golden Boot holder currently playing for the Leicester City FC, bought a minority stake in RNY FC earlier this year with plans to soon bring the club out of a four-year hiatus from play. 

The RNY FC rebrand and slogan “Believe Impossible” recognizes the legacy and spirit of the Rochester Rhinos, including the club’s improbable 1999 U.S. Open Cup championship, while looking forward to a new era of professional soccer in Rochester.  The four-year break and Vardy’s involvement now give RNY FC an opportunity to raise its game and position itself as a modern and stylish global brand in soccer.

Vardy said, “I’ve been written off so many times in my career, nearly as many times as the Rochester Rhinos! The rebrand and slogan ‘Believe Impossible’ is what we are all about. We believe we can win trophies again and prove people wrong. This is what inspires me on and off the pitch. When we get knockbacks, we come back stronger.  We will never forget the legacy of the Rhinos and the great things the team did, but now it’s time to build on that and look forward as Rochester New York FC.”

RNY FC co-owner David Dworkin said, “We needed to evolve and become a modern-day football club with global appeal. With Jamie coming on board as a co-owner, now is the best time to do that. The Rhinos will always be part of our DNA and we will always celebrate the club’s successes. This is a new beginning and a journey that we are excited to embark upon.”

The visual identity of RNY FC is centered around a new club crest, taking inspiration from the High Falls waterfall in the heart of Rochester. The High Falls area was the site of Rochester’s early industrial development, where industry was powered by the flowing water of the Genesee River. The new crest pays homage to the power that continues to flow through the city.  Green is the primary brand color as it has been a constant throughout the club’s history. It is now updated with an energetic, modern hue complemented by grey, applied in a way unique in the soccer world. 

Brand perception agency A New Kind of Kick spearheaded the year-long collaboration, successfully bringing together creative and commercial minds from the U.S and Europe during a global pandemic. Key team members have been involved at every stage, including fans and club ambassadors.

A New Kind of Kick Co-founder Paul Young said, “We were asked to challenge everything and bring newness while remaining true to Rochester. The challenge was to find a balance that excites the existing fan base and appeals to a new global audience. The most successful clubs in the world are simply named after their city. Celebrating Rochester and the state of New York is a tradition that we chose to embrace.”

RNY FC plans to share a league announcement with its supporters in the coming weeks. Visit the Rochester New York FC website at www.rnyfc.com and follow the club’s social channels at @RNYFCofficial.

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