Rumor: The Coming <soft> Rebrand

Discussion in 'Chicago Fire' started by Jasper_Black, Jul 23, 2018.

  1. Fighting Illini

    Fighting Illini Member+

    Feb 6, 2014
    Chicago
    Honestly, there's a lot going right here. Make the blob a six-pointed star and I think the brand all fits together, even if the crest itself is a kinda amateurish piece of graphic design. It's an attractive color scheme that fits with the name, and the up-down thing is fine enough in the same way it was for the olympic logo.

    But the crown blob is just such a total, miserable failure.
     
    wolvesfirehope repped this.
  2. harrylee773

    harrylee773 Member+

    Jul 28, 2004
    Chicago
    Club:
    Chicago Fire
    Nat'l Team:
    United States
    Don't think I've seen one positive post on social in response to this - wonder if it will last as long as this one?

    [​IMG]

    (it was literally scrapped by the team the day after the press conference announcing it)
     
    Mikebsiu repped this.
  3. Joe in CO

    Joe in CO Member

    Dec 1, 2015
    Jamestown, CO by way of Chicago
    Club:
    Chicago Fire
    Real shitshow over at CF97s Facebook page this morning. They keep trying to make posts with the rebrand and within minutes there’s hundreds of negative comments and the post gets deleted. The first one I saw got about 250 comments in 18 minutes and literally the only one that was positive was from Don Walsh... I think that post lasted 20 minutes.
     
  4. SixKick

    SixKick Moderator
    Staff Member

    Nov 13, 2000
    Chicago
    Club:
    Club América
    Nat'l Team:
    Mexico
    Spread the hate and this thing may actually get scrapped or at least improved. There are plenty of examples of this working before, just as @harrylee773 mentioned with the 49ers.

    Corporate marketers are often so out of touch with common sensibilities.
     
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  5. Fighting Illini

    Fighting Illini Member+

    Feb 6, 2014
    Chicago
    No way they can slap this on the red and white jersey for 2020, right? Nor the away really. The away kit really ought to be yellow in this scheme.
     
    harrylee773 repped this.
  6. wolvesfirehope

    Chicago Fire, Detroit City FC, Swansea City, Chicago Red Stars, Edgewater Castle
    United States
    Apr 6, 2018
    facebook is fun this morning.
     
  7. Mikebsiu

    Mikebsiu Member+

    Mar 15, 2008
    Club:
    RSC Anderlecht
    This was my first thought too. Also when you turn the crown upside down, it means your disrespecting the gang. For instance, opposing gangs will graffiti a Latin kings crown upside down to show disrespect.
     
  8. Mikebsiu

    Mikebsiu Member+

    Mar 15, 2008
    Club:
    RSC Anderlecht
    I’m going to buy so much old fire gear. No person in my house will ever wear or own anything with that new fire logo on it, ever.
     
  9. Fighting Illini

    Fighting Illini Member+

    Feb 6, 2014
    Chicago
    Last year's jersey is currently $40 on the team website.
     
    Mikebsiu repped this.
  10. chiladd

    chiladd Member+

    Mar 21, 1999
    Chicago
    Club:
    Chicago Fire
    Anyone who says "some people will hate it regardless" need to gander at all of the fires social media.

    Because it hasn't lit up like this ever..

    This is a ******** up of colossal proportion. It's actually significantly worse than I thought it would be.
     
  11. Robert Borden

    Robert Borden BigSoccer Yellow Card

    Chelsea
    Canada
    Apr 19, 2017
    Toronto, Ontario
    Nat'l Team:
    Canada
  12. JDogindy

    JDogindy Member

    Nov 20, 2014
    Club:
    Indy Eleven
    Nat'l Team:
    United States
    For some reason, I quickly associated the logo with eating out at a place like Fatso's Last Stand.
     
  13. wolvesfirehope

    Chicago Fire, Detroit City FC, Swansea City, Chicago Red Stars, Edgewater Castle
    United States
    Apr 6, 2018
    on the plus side, who knew the fire had that many fans?
     
    chiladd repped this.
  14. lurak

    lurak Member+

    Aug 24, 2007
    Club:
    Chicago Fire
    Is this Hauptman and Nelson’s thing or Mansueto’s?

    I think that distinction will have different potential outcomes with all of the negativity. If the former, than it is and should be the final nail in Nelson’s coffin. If this is Mansueto’s doing, I’m not sure much will be changed because this is him attempting to create a clean slate, but it is as others have said, half-assed.

    In a vacuum, it is not bad except for the gang reference which is what I thought of as a white guy from the suburbs. Change that to the actual Chicago star and it gets better. Still don’t like it.
     
  15. TyrusRose

    TyrusRose Member+

    chicago fire
    North Korea
    Jun 17, 2019
    Boring and awful. I've been a big defender of Joe, but he ********ed this one up big time.
     
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  16. GHjelm

    GHjelm Member+

    Apr 23, 2008
    Batavia
    Club:
    Chicago Fire
    Supposedly been in the works for 18 months. Dont know what that means exactly.
     
  17. chiladd

    chiladd Member+

    Mar 21, 1999
    Chicago
    Club:
    Chicago Fire
  18. Fighting Illini

    Fighting Illini Member+

    Feb 6, 2014
    Chicago
    Boca Juniors home, River Plate away?
     
  19. Fanaddict

    Fanaddict Member+

    Mar 9, 2000
    streamwood IL USA
    Club:
    Chicago Fire
    Nat'l Team:
    United States
    They may patent certain logos ahead of actually deciding definitely on one. Lets wait until something official comes out before getting our panties in a twisted bundle.
     
  20. harrylee773

    harrylee773 Member+

    Jul 28, 2004
    Chicago
    Club:
    Chicago Fire
    Nat'l Team:
    United States
    Um...
    https://www.chicagofirefc.com/
     
    Pennsylvania Dave repped this.
  21. juicecrewallstar

    Chicago Fire
    United States
    Mar 1, 2019
    the different blues on the navy jersey is embarrassingly bad
     
    aetraxx7 repped this.
  22. Fanaddict

    Fanaddict Member+

    Mar 9, 2000
    streamwood IL USA
    Club:
    Chicago Fire
    Nat'l Team:
    United States
  23. Ke1n

    Ke1n Member

    Aug 9, 2011
    Club:
    Chicago Fire
    Nat'l Team:
    United States
  24. CMeszt

    CMeszt Member+

    Farewell Sweet Prince
    Jan 9, 2004
    Gentrification's Apex.
    Club:
    Philadelphia Union
    That's likely just an effect from copy/pasting different file formats onto the same image when making the mockup. I was having a similar thing happen when I was playing around the logo colors yesterday on my computer. Every time I converted to a different file format the navy would get a little more washed our and purpleish.
     
  25. White/Blue_since1860

    proudly banned from 5 sub forums
    Jan 4, 2007
    Bum zua City
    Club:
    TSV 1860 München
    Nat'l Team:
    Germany
    I actually like it.

    But in general, if you do a re-brand you should always get fans on-board first and that means get them involved as far as possible
     
  26. Fanaddict

    Fanaddict Member+

    Mar 9, 2000
    streamwood IL USA
    Club:
    Chicago Fire
    Nat'l Team:
    United States
    Funny I was watching designated survivor on Netflix and they were trying to come up with a color that would represent their party and someone suggested yellow and the boss said no yellow represents piss and giving up.
     
    Pennsylvania Dave and Mikebsiu repped this.

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