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Volume 26 No. 210
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Fire Sticking With New Logo Despite Expected Backlash From Fans

Fire Owner Joe Mansueto said that the club "expected a negative reaction" when it unveiled changes to its logo back in November, "especially from longtime fans," according to Brian Sandalow of the CHICAGO SUN-TIMES. Mansueto "wants to give the new mark time and see how opinions flow during the season," but he "didn't rule out making a change" if it continues to receive negative feedback. Mansueto said, "We need to give it time and hopefully associate it with positive memories. ... It's hard to evaluate a mark right out of the gate." Sandalow notes other clubs around the league "mocked the mark" when it was first released. While that "furor has somewhat died down," any Fire social-media post "still tends to be met with remarks criticizing the badge." Fans "might be familiar with the new mark," but it "hasn't been seen on uniforms -- those will be unveiled Feb. 5." Mansueto "hopes the logo will grow on fans," but he "won't be making a knee-jerk decision about any future changes" (CHICAGO SUN-TIMES, 1/9).