April 27, 2024 – United Soccer League One (USL1)
Portland Hearts of Pine News Release
PORTLAND, Maine – In front of a crowd of more than 1,000 soccer fans, players, community members and policymakers, Maine’s first professional soccer club announced its team colors and brand identity ahead of its planned inaugural 2025 season. Inspired by Maine pride and symbolism, the team will be called Portland Hearts of Pine, or Hearts for short, a distinctive name that was developed in partnership with local supporters and one that has ties to global soccer culture. The club crest features an iconic Maine pine tree set against deep blue water, basking in the glow of a unique creation, the Dirigo Heart, which re-imagines Maine’s famous Dirigo Star in the spirit of Portland’s beloved Valentine’s Day Bandit.
“I congratulate Maine’s new professional soccer team, Hearts of Pine, on unveiling the name that Maine people will cheer on for years to come,” said Maine Governor Janet Mills. “In celebration of this exciting milestone and in honor of passionate soccer fans across the state, I have proclaimed today as the first-ever Maine Day of Soccer. I look forward to joining Maine people to cheer on Hearts of Pine when they take to the field next year.”
Hearts of Pine’s branding was born from authentic collaboration across the state over nearly five years. Club founders held dozens of focus groups, town halls and soccer events with a range of audiences, including members of local business, soccer and New Mainer communities. Informed by the insights, the grassroots-inspired brand was created by club founder and Chief Community Officer Gabe Hoffman-Johnson and global soccer industry insider Burke Cherrie, a Portland resident. They were supported by Maine College of Art & Design graduate Hugh McCormick, who designed the branding system, as well as dozens of other local creatives throughout the process.
“Everything we do is community-built and we knew our biggest challenge was to represent the diverse communities and perspectives across Maine,” said Hoffman-Johnson. “Across all corners of the state, what we heard from every community was just how proud they are to be a Mainer, and especially how much love they have for our state’s natural beauty. That’s what links us all, it’s our heritage, and those are the symbols we leaned into to represent this club.”
With community feedback, Maine’s moniker as the Pine Tree State, and Portland’s Forest City nickname in mind, the team found…