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Chicago Fire unveil new crest, adopt 'Football Club' as part of their name

Jeremy Mikula, Chicago Tribune on

Published in Soccer

CHICAGO -- The list of changes to the Chicago Fire is growing larger ahead of the 2020 season. And now come two of the biggest changes yet: a new crest and a tweaked name.

The Fire on Thursday unveiled the new crest, ditching their previous logo for a complete overhaul, one day after trademark applications became public.

Additionally, the Fire, formally the Chicago Fire Soccer Club, will switch to Chicago Fire Football Club.

The name change is minor compared with the crest the Fire had since 1997.

The old crest was a fire department-like blue, red and gray Florian cross with a stylized "C" encircled in the middle and "CHICAGO" and "FIRE" inside the cross. The new crest is a dark blue oval with two sets of three triangles -- one gold, one red -- divided by a line. "CHICAGO" appears at the top and "FIRE FC" at the bottom.

In a news release, the Fire dubbed the center icon the "Fire Crown," saying the "flames inverted to become a crown" to represent Chicago's transformation from the Great Fire of 1871.

 

"As a Chicagoan, it was important to me that our new brand identity reflect the power of our city's origin," owner Joe Mansueto said in a statement. "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 Fire partnered with the New York- and Los Angeles-based creative agency Doubleday & Cartwright -- which has done branding for Inter Miami CF, the Milwaukee Bucks and the Brooklyn Nets -- to create the new look. The Fire said they've been working on a rebrand for about 18 months, exploring potential changes through research and fan surveys.

One rumored change is switching the team's home uniforms from red to blue. The Fire said that change hasn't been decided, but the club has adopted gold as one of its colors. Ivory and Chicago flag blue are secondary colors.

"The club's pillars -- Be Chicago. Be Football. Be a Club. -- are fused into the new badge," Fire President and general manager Nelson Rodriguez said in a statement. "We appreciate all the fans, partners and staff who contributed to helping us evolve the identity of the club."

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