One year ago to the day, Chicago Fire FC debuted their new badge. Fans hated it. We also hated it. It was mocked as a cross between the logos of Real Salt Lake and Vancouver Whitecaps FC.
Fast forward to Friday:
“Exactly one year ago today, I told our fans if the existing badge wasn’t working for them that we’d fix it – and that’s what we are going to do,” said owner Joe Mansueto in a statement. “Fans have made their voices heard over the past year and now we’ll undergo a fan-focused process to create an identity that will stand for all Chicago for decades to come.”
This time, there will be substantially more local involvement in the development of the crest to be debuted prior to the 2022 season (the Fire’s 25th). Mansueto first shared the news with Fire season ticket holders, who will be involved throughout the project via roundtable, interviews and surveys. Any supporter looking to participate can visit chicagofirefc.com/crest to provide their input.
The Fire has brought together a team of design and branding professionals to work on the project, including football crest specialist Matthew Wolff, brand design and consulting firm Studio/lab, and sports marketing agency rEvolution. Chicago Fire FC’s Senior Vice President of Marketing, Kyle Sheldon, will oversee the project for the Club.
“While we’ve assembled a talented group of brand and identity experts who love Chicago, it will be the fans’ voices that guide our work,” said Sheldon. “This project will be open and transparent and our sole focus is to create a crest for which all Chicago can be proud. We look forward to hearing from all who want to add their voice.”
Wolff has developed visual identities for clubs at every level of the American soccer pyramid, including LAFC, NYCFC, Oakland Roots SC, Green Bay Voyageurs FC, Union Omaha, FC Tulsa, Charleston Battery, Louisville City FC and Racing Louisville FC. He previously spent four years at Nike, where he designed kits and apparel for Nigeria, France, and Paris Saint-Germain, among others.
Studio/lab’s Chicago office has worked on visual identity and brand projects for a host of Chicago institutions, including Chicago Shakespeare Theatre, Chicago History Museum, Chicago Loop Alliance, Arts Club of Chicago, Spertus Institute, University of Chicago and The Wrigley Building. The firm has also served as a design consultant for major consumer brands including Motorola, Grainger, Mattel, Target and Whirlpool.
Additionally, the Fire have also launched the Stand for Chicago Council, a group that’s meant to ensure the project gives voice to the diverse people of Chicago. The advisory council will be chaired by author, poet and activist Kevin Coval, who is the Artistic Director of Young Chicago Authors. Also included in the panel are former Fire Homegrown player Drew Conner of Cary, IL, Chicago Red Stars and US Women’s National Team defender Sarah Gorden of Elk Grove Village, IL, and Chicago street artist Sentrock. The remaining members of the council will be announced in the coming weeks.
“I’m honored that Chicago Fire FC has asked me to play a role in leading this advisory council for such an important project,” said Coval. “I look forward to helping put together a team of people who love Chicago. I want the group to look like the city itself and will ensure there’s a diversity of voices and experiences well represented at the table.”
The task is to create a crest for the future of the club. Thus, the old logo the Fire used from 1998 to 2019 will not be considered. A return to red as the club’s primary color is, though.
THOUGHTS: Here’s what we said at the time: “If done the right way, rebrands can rejuvenate an ailing franchise (i.e. Sporting Kansas City). However, they can be mismanaged (Cardiff City) or not do enough to change the club’s identity for the better (New York Red Bulls). The new logo is truly absent a symbol or icon that represents Chicago itself like the “Big C” that the Cubs and Bears sport or something unique like those the Blackhawks, White Sox, and Bulls sport. Even the Red Stars logo is symbolic of the city flag itself. The only “crown” associated with Chicago is either Chicago businessman Arie Crown or in the lyrics of “Bear Down Chicago Bears”. ”
The fact that it was done by an agency whose offices were in New York and Los Angeles did not help. Mansueto listened to the fans and it is very much welcomed that there will be more local input this time around and crest that identifies with Chicago as much as it represents Chicago. Now for improving the product on the pitch for 2021…..
