One the one hand, it has red. On the other hand, the florian cross is mostly hidden. On the other other hand, it has no awful dark blue. On the other other other hand, it has a stylized "C". On the other other other other hand, it gets rid of the yellow. On the other other other other other hand, it looks like a soccer crest. On the other other other other other other hand it gets rid of the similarity to the Latin Kings. On the other other other other other other other hand, it is a return in part to the Fire's history. So said the "official" Chicago Fire octopus.
The important thing about iconography is being able to say something without using words. Yes, the florian cross may be hidden on that kit, but does it or does it not look like the Chicago Fire? The new logo, while basic and quite honestly unimaginative, looks like the Chicago Fire. The crown was dumb. The people behind it decided to attempt to create their own iconography, which is why it failed. The new logo doesn't do anything too new, but that's honestly what's most important. We were never getting the old logo back and this one isn't bad. And as for literally writing the team's name on the logo, I find that fairly tacky from a design standpoint. There's a Ted Talk I always point to about flags as to why the Chicago flag is so excellent. It's something in modern design where the best designs don't need words on it, they speak for themselves. The Chicago flag, DC flag, Amsterdam's flag. None of them have words on it, you just know what it is. So I don't think that's a part of the design to get upset over. I think that the outer circle is a bit more questionable, as well as the way the C looks. Yeah, it looks like something a kid would draw, but that's really the only point that the original rebrand made that I kind of agreed with. Trust me when I say from experience as being a kid growing up and trying to draw the Fire logo. Nearly impossible. It's simplified, but not dumbed down to the point where it's like the MS Paint the crown was. They did their job, the logo's not sh!t anymore. It can be tweaked as we move along over the years, but it looks like the Fire. And that's the most important thing. I can see this logo and think "Ah yes, Chicago Fire." We can finally end this discussion and get on with just being angry about what's on the pitch.
I’m 100% fine with the name not being on the logo- a good one doesn’t need it. Also 100% fine with the name not being Fire, and with the logo not having the cross in at all if we go that route. They just seem to be trying to have it both ways here still, and it’s odd. Still the Fire, and the logo looks more like the original, except we’re just going to have a part of the logo on the jersey. For my money, I’d kind of prefer the municipal device logo on the jersey to just the cstar- at least then it’ll have more than just red and white, which falls more in line with our tradition of having the navy badge on the kit to contrast with the red. More than anything, I’m glad that we’ll get a red shirt with a hoop across it after playing FOUR full seasons without one. Hopefully the team won’t still be pure shit by then.
Yep. It’s fine. I won’t shy away from buying gear (albeit no jersey until 2024) with the new logo and my quibbles aren’t worth getting upset about. I still don’t understand why we can’t get a red jersey in 2023 at least when it took 6 months to get a navy one, but at least the team won’t look like the Fire while they’re stinking up the joint.
I really disagree with your last point. I look at that new logo and my first thought is "Red Stars", not Fire. Literally *nothing* about the icon says "Fire". Our original logo *screamed* "Fire". The rebrand *screamed* "Dumpster Fire". This logo screams nothing. It's bland and it feels like it should belong to someone else. That is *better* than being a dumpster fire, but that's the best you can say about it.
If they want a win, they simply have to deliver a red home jersey for the fall. Otherwise it’s like being separated from your spouse but living in the same house. Who needs to be reminded of that mistake every #%^*ing day?!?! Note: I am happily married but have heightened empathy.
Yeah, it’s a constant reminder of the rebrand mistake for the next two and a half years. Nuts. Wish we could just turn the page and never look back.
Flipping the navy and sky blue elements would have improved upon this problem a lot. In truth, I'm still not sure how I feel about the flag blue replacing navy as the second most prominent color in the team's branding.
I flipped it around at the time I saw the new logo and liked it more. Fast forward today and I prefer the current scheme instead.
The good news is that if this team “achieves” its worst season ever it will be with the “beloved” fire crown logo. The current logo deserves to be dead last. Looking forward to the Fire actually shaking up the soccer world in 2022 with some good signings to match the level of improvement in the team logo vs what is there now.
Not sure when it started exactly, but noticed yesterday ESPN is using the new logo now, at least on the app. S’okay.
Also, how long has the team had that little free vending machine with new logo pins over in the SW corner of the stadium? I finally picked one up and it's in the pinboard of my office.
Pretty sure it been there since the July 21st game vs. DCU. At least that’s when I first noticed the little statue of the new logo in the stadium, which I think coincided with the vending machine(s).