Chicago Fire FC unveil new logo

Chicago Fire FC unveiled a new crest Friday on social media as part of their franchise rebranding.

The 1998 MLS Champions underwent their second rebrand since being founded in 1997. “Inspired by the collective voice of our fans and supporters,” the team tweeted Friday along with its new crest. “Rooted in our history, created for generations of Chicagoans to come."

What makes this crest stand out compared to others?

Jeff Rueter, MLS staff writer: When the Chicago Fire first planned to rebrand before the 2020 season, it was an understandable reaction. The club had been losing relevance within its own market for years as it played its games in Bridgeview, many miles from Chicago proper. The new look, however, both stripped away the history the club had built with its original look while also failing to deliver a new design that would resonate with its fans.

Having spoken with soccer fans in Chicago, the new look both taps back into the original homage to the Chicago Fire Department while also bringing the color scheme far closer with the city's flag and broader branding. It also significantly links the identities of the Fire and the NWSL's Red Stars — which can only be seen as a positive for soccer in Chicago.

Is this a successful rebrand?

Felipe Cardenas, MLS staff writer: It took the Fire front office two tries to get it right, but this now has the makings of a successful rebrand. We have yet to see the full portfolio of creative, including merchandise and the team's kits, but it's clear that the club has recognized its initial misstep. Focusing on the crest first was a smart move. The redesigned logo is sharp and it's more aligned with the city's ethos. Chicago got it wrong with its first attempt. This new look is certainly a step in the right direction.

Why do MLS clubs keep rebranding?

Rueter: C.R.E.A.M. When MLS launched in the 90s, teams were looking to create singular looks to stand out in the American sports landscape. Over the past 25-plus years, the league has broadened its aims and looked to establish more global brands. Teams in Montreal, Houston and Columbus have all rebranded within the past 12 months; Chicago has now done the same twice in as many years.

Eventually, the league needs to be stricter and limit its teams from going through identity crises every decade. If you're going to build history, you'd expect you need some resemblance between the past and presence. Still, the league has emerged from its nebulous stages and is now looking to cement its place both in its markets and across the world. Time will tell if these new looks help achieve that aim.

(Photo: Chicago Fire)