Other teams have rooted their National Training Centers’ brands in their country’s legacies and traditions.

Argentina named its facility after Lionel Messi, one of the most celebrated players in the country's history. Brazil designed its communal spaces around the story of players progressing from neighborhood fields to legendary status. And Germany positioned its National Training Center as a "campus" to underscore the education and developmental rigor that define German football.

The U.S. doesn’t have those same roots to latch on to.

The top U.S. professional league, Major League Soccer, wasn’t founded until 1993 - decades behind other countries. And soccer has historically ranked behind sports like football, baseball, basketball, and hockey in the American sports landscape. We haven't had the time or popularity to really make it our own.

But perceived lack of legacy actually gives the U.S. a greater freedom to define the future.

As one stakeholder so eloquently put it, “Other federations are so rooted in their history, their teams have been around for eons, they have their traditions and the ways things have always been done. Whereas with U.S. Soccer, we didn’t have that explosion until the 90s. So we have that newness coming in. We can still define who we are.”

And U.S. Soccer’s lack of deep-rooted traditions actually fosters non-traditional pathways and ideologies.

U.S. Soccer has 27 national teams, which is the most of any Federation. Most Federations have a men's team, hopefully a women’s, and then it's really thin on down from there.

Drawing from the federation’s crest, the American flag and the architecture of the facility itself, the identity system was designed to feel connected to the overarching USSF brand while also creating a distinct identity that inspired all of the different audiences that the National Training Center serves, from senior teams to youth teams to coaches to philanthropic partners.

For Senior National Teams: The Training Center is the most state-of-the-art facility in the world, where American expertise in everything from playing strategy and data analytics to sports psychology will equip them with what they need to succeed.

For Extended National Teams: From the design of our hallways and entrances to our signage and the variety of fields themselves, the Training Center is the global standard in accessibility, open for all who love the game in its many forms.

For Youth Soccer & Member Organizations: The Training Center will stand as an aspirational monument in their minds, a promised land they dream of visiting or even playing in one day.

For Coaches and Referees: The Training Center will reinvigorate their sense of commitment, reward their contributions, and equip them with the tools, skills and knowledge necessary to bring out the best in players nationwide.

For Corporate and Philanthropic Partners: Not only is this facility second to none in the world, it’s where we’re building a culture of winning that all eyes look up to. Here, a true cross section of America comes together to work toward a common goal, in a unifying and patriotic endeavor that also happens to be a ton of fun. With our new Training Center and major coming events, there has never been —and never will be—a better time to invest in U.S. Soccer.

For Employees: Everyone here is part of a world-class organization with a world-changing mission. We are the vital foundation of a movement that will inspire American fandom and American culture, now and for future generations.

Voice and Tone

• Steadfast, but not Rigid: Though we exude confidence, we’re open-minded, agile and nimble enough to pivot and redirect while staying focused on our goals.

• Courageous and Inviting: We can only lead the way if we invite others to follow. After all, we’re doing this for them.

• Inspired, but not Airy: We spread enthusiasm not through empty hype but by grounding our claims in the hard work we do every day.

• Relentless, but Welcoming: Expecting the best from people doesn’t make us cold or difficult. We empower people so that they can reach new heights.

• Iconic, but not Traditional: We understand that people look up to us, but we walk the walk with style, preventing us from being traditional or dull.