Atlanta United FC Logo

Arthur Blank stated that fans would be involved in choosing the name, logo and "a color scheme that'll work with the red and black with a little bit of gold mixed in" (the colors used by the Falcons when they launched in 1966).

On June 25, 2015, Sports Illustrated reported that the team will be named Atlanta United FC. The official announcement of the team's name took place on July 7. Franchise president Darren Eales confirmed the new name, calling it "authentic", and explaining that the name was chosen based on a survey of the team's supporters and used words the supports most positively related to the potential team.

Eales also stated that the Founder's Group meeting would still be held on July 7 and the logo for the new team would be unveiled.

The team's name, logo and colors were unveiled on July 7, 2015. The logo features a circle reminiscent of the city's seal and Olympic heritage with a bold "A" at the center of the circle. Behind the "A" are five black and red stripes representing the five pillars of the club: unity, determination, community, excellence and innovation.The team's official colors are black (a symbol of strength and power), victory red (representing pride and passion), and gold (epitomizing a commitment to excellence).