Fire Update Name, Logo Ahead Of Soldier Field Move In '20
The Fire today announced an official rebrand to Chicago Fire FC, as well as a new primary logo, ahead of their move to Soldier Field in '20. The new oval-shaped logo features blue, gold and red colors, as well as inverted flames that form the shape of a crown. The Chicago Fire FC name is also on the logo. Meanwhile, the club added secondary colors of ivory and "flag blue" for future branding. The club said it consulted fans, focus groups and other partners on the rebranding, which took more than 18 months to complete. The logo was designed by creative agency Doubleday & Cartwright (Fire FC). In Chicago, Jeremy Mikula notes the club's name change is "relatively minor," but the crest change "is not" (CHICAGO TRIBUNE, 11/21). In Chicago, Brian Sandalow notes Fire President & GM Nelson Rodriguez and Owner Joe Mansueto had "acknowledged work has been done on the franchise's identity." When the leaked crest surfaced, it was "met with overwhelmingly negative reviews." Tweets using the #cf97 hashtag "used by Fire diehards have been against" the new badge. This is Fire FC's "first change since the team was established" in '97 (CHICAGO SUN-TIMES, 11/21).