The branding and primary badge has been unveiled for Chicago Fire FC, as the MLS club makes changes to its identity prior to the 2020 season.
As part of the new identity, the club will now be formally known as Chicago Fire Football Club, with Chicago Fire FC serving as the club moniker on first reference and on the badge itself. The change from “soccer” to “football” reflects a long-term vision for the club as Chicago’s global ambassador to the world’s game.
“As a Chicagoan, it was important to me that our new brand identity reflect the power of our city’s origin,” said Chicago Fire FC Owner Joe Mansueto. “I’ve always loved the Chicago Fire name. I think of the people who rolled up their sleeves and committed to rebuild what would become a world-class city, one that my family and I love so much. The new badge including the Fire Crown represents that spirit.”
The new badge is built around a bold icon reflecting the powerful origin story of modern Chicago and the legend of its people. The mirrored icon – with flames inverted to become a crown, hence the Fire Crown – tells the story of a dramatic rebirth and a city’s triumph.
After the Great Fire of 1871, the people of the city resolved to rise from the ashes. The bold efforts of those who called the city home would ultimately transform and build the skyline of one of the world’s great cities. Chicago today is a monument to the efforts of an extraordinary people – a people undefeated.
The badge’s oval shape is the first of its kind in MLS. Versions of the Club’s primary colors – red and blue – remain in the visual identity, while gray has been replaced by gold. The Club has also added secondary colors of ivory and “flag blue,” a nod to the city’s beloved flag, that will be seen in future brand elements and kit designs.
“The Club’s pillars – Be Chicago. Be Football. Be a Club. – are fused into the new badge,” said Chicago Fire FC President and General Manager Nelson Rodríguez. “We appreciate all the fans, partners and staff who contributed to helping us evolve the identity of the Club.”
The branding exercise included consultation, focus groups and surveys with fans, partners, staff and MLS conducted over a period of more than 18 months. The process reviewed every aspect of the Club’s existing brand identity. The survey considered the original context of the Club’s name, crest and colors and the needs of a team building for future decades in a rapidly expanding league. Upon completion of the research, the badge, secondary marks and a new typeface were designed by creative agency Doubleday & Cartwright.
On Saturday, the new badge will be prominently featured on a Chicago Fire FC float in The Magnificent Mile Lights Festival Parade. The float will feature young Chicagoans from the Fire’s award-winning P.L.A.Y.S. Program, an initiative that partners with 30 Chicago Public Schools to enhance academic and social development through sport.
The Club also announced plans for a new mural by Chicago-based artist Max Sansing. The mural can be found on the north side of the Roosevelt Collection Shops in the South Loop, overlooking the British International School’s soccer fields off South Wells Street. The mural is expected to be completed by Monday, November 25.
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