Vancouver Whitecaps FC Logo

On June 8, 2010, it was officially announced the club would continue using the "Whitecaps" name, but with a redesigned logo.The name alludes to the geographic features surrounding the city: snow-capped mountains to the north and the Pacific Ocean's white-capped waves to the west.

The official club colours include navy blue ("deep sea"), white, and light blue ("Whitecaps blue"). The "deep sea" blue represents the maritime landscape of the Vancouver area and the "Whitecaps blue" indicates the reflection of the North Shore Mountains in the Pacific Ocean. The lighter shade of blue also alludes to the primary colour of the original Whitecaps, winners of Soccer Bowl 1979. The silver outline pays homage to the team's championship victories since 1974.

On June 10, 2010, the Whitecaps strip package was unveiled with Bell Canada serving as the inaugural jersey sponsor. The home shirt is white with horizontal, navy blue pinstripes; the stripes broaden slightly from bottom to top. The secondary shirt is deep blue with an embossed, interlocking diamond pattern which is also deep blue and is reflective in the light.

On June 14, 2012, the Whitecaps unveiled a third kit. The third kit is predominantly "arbutus brown", with sky blue accents, which reflects the unique land full of deep roots and the high-reaching arms of the temperate rainforests of British Columbia.