Chicago Fire FC Ditches Old Logo Ahead Of The New Season

by Mark Stephens
Chicago Fire FC Introduces New Logo Ahead of the New Season

After failing to gain any attention from the supporters, Chicago Fire’s owner, Joe Mansueto, commissioned another logo overhaul in just under a year.

Chicago Fire FC introduced a new crest on social media as part of their new marketing strategy Friday.

The 1998 MLS Champions had to face public dissatisfaction after they revamped their logo ahead of the 2020 season. After failing to gain any attention from the public and supporters, Chicago Fire’s owner, Joe Mansueto, commissioned another logo overhaul in just under a year.

Designed by Matthew Wolff, soccer identity specialist, the centerpiece of the new visual identity of Chicago Fire FC is “a six-pointed star contained within the letter “C,” surrounded by a modernized Florian cross incorporating the Chicago city flag colors,” as per a release.

It took Wolff over six months of hard work, research, and inputs from supporters to come up with the winning design. According to the team, more than 10,000 fans poured in with their suggestions and inputs on various social platforms.

“This was the most unique branding project I’ve ever been a part of,” said Wolff.  “Hearing from fans—both new and old—while I was designing was so inspiring. I hope we’ve created something that can represent this historic club and city for generations to come.”

The new look, according to experts, very well captures the essence of the club. It not only brings back the color scheme that resonates with the city’s flag, but it also pays homage to the Chicago Fire Department. Fans and supporters of the club feel that the change will reflect positively on soccer in the city.

Felipe Cardenas, in an article published by The Athletic, writes, “It took the Fire front office two tries to get it right, but this now has the makings of a successful rebrand. We have yet to see the full portfolio of creative, including merchandise and the team’s kit but it’s clear that the club has recognized its initial missteps.”

Colleges and professional sports teams in the US are now opting for pro sports style athletic logos in an attempt to create a unique identity for themselves. However, this has led to extremely tough competition in terms of marketing and creating a unique brand identity.

Keeping that in mind, the 1998 MLS Champions have done a great job designing a logo that truly resonates with Chicago.

“Inspired by the collective voice of our fans and supporters,” the team tweeted Friday along with a video featuring its new crest. “Rooted in our history, created for generations of Chicagoans to come.”

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