I think it would be better if the star didn't pierce the C, but it's miles better than the RSL Fire FC badge we got
Decidedly not a fan of the new logo/color scheme, but I'd gladly take a steaming, heaping pile emoji as our logo if Joe transforms the club into an MLS king. Not holding my breath, mind you.
Missed your post but I added this in a different thread: https://www.bigsoccer.com/threads/2020-roster-speculation-thread.2105867/page-19#post-38375975
From the AP article about the Fire and Joe Mansueto: A new crest is meant to symbolize both a crown and Chicago rising from the ashes of the great fire. The intentions were good: Chicago’s badge had sometimes confusing similarities to the one used by the Chicago Fire Department. But the rebrand did not go over well. Critics jumped on the color scheme as being too close to Real Salt Lake’s. There were also concerns that the yellow crown could be associated with the Latin Kings, a violent Chicago gang. “I think among the longer-term fans, we did see that negative reaction. The newer fans, less so. But having worked with logos and new logos, for a long time, it takes a while to judge a new logo. You need to see it used repeatedly. You need to see it get used in context,” he said. Yes, and I see it every day and it is not getting better. The more I see it, the LESS I like it. Seeing it "used in context" (that is on sweatshirts on billboards), it is looks worse with each viewing. Or, in the words of Nelson Rodriguez: "Wallowers" Or, in the words of Mick Mulvaney (talking about Trump's impeachable offenses): "Get over it." Asked if his management style was always so, well, zealous, Mansueto said it’s his entrepreneurial spirit. “So, I see something that needs to be done, I’m like, `Let’s get started and get it done.′ Chop wood, carry water, just get it done,” he said. “I think that, yeah, that is my style. I don’t like to be indecisive. I don’t like to let things linger, but I like to take action once a decision is made.” Again, "get over it. It is not changing. Why? F*ck you, that's why!"
Here’s a question for everyone here. Would you be more or less upset if instead of this rebrand, Mansueto and co decided to keep the colors and badge the same but change the name from the Chicago Fire to Chicago Football Club (with the only difference being on the badge saying “FC” at the bottom rather than “Fire”)?
i don't think most of us cared that the logo was changed. i think we care because the logo is sh*t. it is an image that, with the right storyteller, could have been used for any team, any sport. it is generic. it makes no effort to link to anything already related to chicago or the fire. it exits as something that is inspires no hometown or team pride. it has been noted here, several times, that if that crown was simply changed to the chicago star (even with the color split) the amount of backlash would have been significantly less. if the crown actually looked like the watertower, or the sears tower, or anything and had that "reflection" beneath it, it would have not caused as much of an uproar. heck, if it was simply a flame (think UIC's logo), it probably would have at least make sense to people. the problem is, in a city of so many well known symbols and images, they went with something that doesn't fit anything.
This is what I said. Dropping the word "Fire" from the official badge and website would be less offensive entirely in favor of CFC or some such thing and keeping the same Red jersey with white stripe colors, moniker "Tradition, Honor, Passion" but then still calling the team "The Fire" or whatever (like Queens Park Rangers are called "The Hoops") would make all that Google confusion over letting a TV show take the name of the Chicago Fire in the first place go away. Obviously the Hauptman era was out to lunch for a decade because If I was an owner of something called "Chicago Fire" and then a TV or movie wanted to take my trademarked name..uh no. I'd sick a team of lawyers on their ass and that TV show would be "Chicago Fire Department" or "Windy City Firefighters" something else. Dumbest front office EVER!!!!
Instead we showed the pilot episode on the big screen before it debuted on NBC after a game. I was at that one.
I’d be fine with it if the Fire name were gone. It’s not a great logo, but at least it would truly represent a once-in-a lifetime swing for the fences from the new management that wasn’t afraid to take chances. Keeping the name was a weak attempt to implement and indicate change while trying to please everyone, and that alienated those who wanted change, those that were amiable to it with reservations, those that were against it, and -somehow- remarkably, those that didn’t care either way. The shitty logo obviously contributed to all of that as well, no doubt. If they blew everyone’s tits off with a dynamite new logo, the name change or lack thereof probably would’ve been less of an issue for some. Oh well.
Giving up the Chicago Fire brand that represented soccer supremacy during the early years would have been a total Cluster F! Picking a new logo that has no associations and representation to the city of Chicago is pure lunacy!
Start with why. Why did specific elements change? Answer that for the name, for the colors, for the logo, and the story will be told. The “why” in these instances is not captivating so the results themselves reflect the motivations. The changes aren’t engaging the fans because they are rooted in ulterior motives. The “why” does not engage the current fans or the greater public.
Interesting. My question to you, then, would be "Why?" Why do you think this was done? What was the ulterior motive? I am genuinely curious as to your thoughts on the subject.
Louisville also had a failed rebrand the other day. It wasn't nearly as negative as the reaction to the Fire's new logo, but they released a statement today:
It is both true that there is a certain silly hipster resistance to change emblematic here, and also the case that there's absolutely no purpose in fighting that, your fans are your customers, just give them what they want. It really isn't rocket science to credibly and genuinely include supporters in these kinds of processes. It's just so antithetical to the American capital class mindset.
just for fun, the other day i went to the fanatics site and looked up the fire gear. selected "most popular" for items and none of the new stuff, save one scarf, was anywhere near the top. not saying that selection is 100% accurate, but it is semi-telling.
I'm a weirdo so I've been keeping a tab on Fanatics open since the rebrand launched and clicking through to see when the "last sold" is for the stuff to get a feel. I haven't been able to tell what's up with their algorithm. A week ago, all the new stuff was near the top but then everything but the hats dropped off late last week. A week before that, new stuff was behind the jerseys before moving up to the top of the list. My guess is But from watching it, it looks like they're selling a lot of new hats, but shirt sales are somewhere between "meh" and "ok". (the fact the t-shirts are $40 bucks while all the old logo stuff is steeply discounted doesn't help. I'm neutral to positive on the logo and even I'm waiting until jerseys come out before I buy something besides the hat and scarf I have). They've completely sold out of two scarf designs, but my guess is that's partly due to the team selling "holidays packs" for the home opener so far which come with a scarf. Fanatics REALLY should have launched some youth sizes based on what's consistently sold across MLS.
Turns out having an international superstar on your team is a popular decision. I'm sure the new Fabian Herbers edition for next season will well just as well though.
the freaking oval looks like it got stretched in Microsoft Word by accident every damn time I look at it