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Volume 26 No. 210
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Fire Consider Potential Rebrand, Surveying Fans For Input

Fire President & GM Nelson Rodriguez said that the team is evaluating a potential rebrand and has "conducted two surveys, has another remaining and will have small focus groups and even one-on-one conferences," according to Brian Sandalow of the CHICAGO SUN-TIMES. Rodriguez said that the Fire are "working with MLS and an outside agency and are looking for something that 'encapsulates everything we want to be and who we are.'" He added, "We've focused on asking about the current name, the current logo, our current colors, our current uniform and even the meaning of the name and what among those things are really important to people." Sandalow noted whatever the Fire "change to -- if they change at all -- won't please everybody." So far, the "most popular answer the club is getting during its research is that the name must represent all of Chicago" (CHICAGO SUN-TIMES, 7/20). This comes as the club is ending its lease in suburban Bridgeview early, eyeing a return to Chicago's Soldier Field (THE DAILY).