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MLS Chicago Fire FC Reveal Disappointing New Logo


Sodboy13

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The blue jersey has "2021" above it, and the FireRumors account wrote in a reply that Nelson Rodriguez didn't file the new look with the league in time, so there might be a gap year here. It's possible the man's incompetence may pay off for once.

On 1/25/2013 at 1:53 PM, 'Atom said:

For all the bird de lis haters I think the bird de lis isnt supposed to be a pelican and a fleur de lis I think its just a fleur de lis with a pelicans head. Thats what it looks like to me. Also the flair around the tip of the beak is just flair that fleur de lis have sometimes source I am from NOLA.

PotD: 10/19/07, 08/25/08, 07/22/10, 08/13/10, 04/15/11, 05/19/11, 01/02/12, and 01/05/12.

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1 hour ago, Brandon9485 said:

I wonder if the move to a Barcelona look, as has been suggested, is an attempt to tap into the Latino La Liga fan base that resides in and around Chicago. 
 

I don’t think this change will accomplish that. Just thinking out loud. 

 

It seems like the Latino fan base here is much more Liga MX. Mimicking Barça would be more of an appeal to all the suburban kids running around in Messi jerseys, which would be perfect for a Fire team moving out of the suburbs and trying to build its in-city support.

On 1/25/2013 at 1:53 PM, 'Atom said:

For all the bird de lis haters I think the bird de lis isnt supposed to be a pelican and a fleur de lis I think its just a fleur de lis with a pelicans head. Thats what it looks like to me. Also the flair around the tip of the beak is just flair that fleur de lis have sometimes source I am from NOLA.

PotD: 10/19/07, 08/25/08, 07/22/10, 08/13/10, 04/15/11, 05/19/11, 01/02/12, and 01/05/12.

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9 hours ago, Brian in Boston said:

 

Oh, I have the feeling that the marketing and PR flacks for the Fire - pardon, Chicago Fire Football Club - are going to produce some weapons-grade schmaltz in support of this abomination.

"The central device in our new badge is more than just a stylized depiction of the elemental force that provides our club with its name. It also pays homage to multiple aspects of Chicago's rich culture and history. It represents the stars that grace our municipality's flag... the majestic skyline of our home reflected in the waters of Lake Michigan... the Chicago Water Tower left standing, triumphantly, amidst the flames of a conflagration that could consume our city's buildings, but failed to eradicate its collective spirit. Indeed, it is the very symbol of that spirit - a reminder of the character, commitment, and courage that fuels Chicago Fire FC." 

 


I never saw the point of design-speak. If you actually did a good job on the design, you wouldn’t need to justify your decisions with a big explanation. I hope Fire hears our opinions and turns this around. Hell, it worked for the Sonic movie.

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13 minutes ago, Sodboy13 said:

 

Oh, :censored: me. And :censored: you, Joe and Nelson.

 

Go Red Stars.

 

This does raise the point that the Red Stars have kinda seized all the perfect Chicago flag-inspired jersey ideas, which maybe boxed the Fire out a little bit on that obvious idea. Of course the more obvious idea was to keep their existing very good jersey-design standard, but sure.

Showcasing fan-made sports apparel by artists and designers

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Wow. I can't believe this is real. This is gonna go down as one of the worst downgrades of all time. The logo was fine, and it's been the logo for over 20 years! And they already have a tradition of wearing red with a white stripe. Now they introduce some random MS paint logo and change the home shirt to navy? So disrespectful to their fans...

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This is so bad it actually makes me angry. And I don't think there's EVER been a time when I've thought for more than two seconds about the Chicago Fire with any real emotion. 

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On 11/19/2012 at 7:23 PM, oldschoolvikings said:
She’s still half convinced “Chris Creamer” is a porn site.)
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18 minutes ago, Pharos04 said:

Wow we need to get that Chicago Rhythm logo up on the mothership IMMEDIATELY! 

 

That's a huge find

 

There’s a long list of things that need to be done on the mothership.  But our offers of help have gone without a response. 

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18 minutes ago, BigRed618 said:


I never saw the point of design-speak. If you actually did a good job on the design, you wouldn’t need to justify your decisions with a big explanation. I hope Fire hears our opinions and turns this around. Hell, it worked for the Sonic movie.

 

Clients like it.  End of story.  

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27 minutes ago, Sodboy13 said:

 

It seems like the Latino fan base here is much more Liga MX. Mimicking Barça would be more of an appeal to all the suburban kids running around in Messi jerseys, which would be perfect for a Fire team moving out of the suburbs and trying to build its in-city support.


Exactly. The fans I have met, as a teacher, have typically been Barca or Real Madrid fans. They may be aware of MLS, but they weren’t big fans of it. 

 

 

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The colors themselves aren't bad, which is why they look so great in Barcelona and Utah.

 

Chicago has a feel-good moment in MLS after decades of futility...and this? It's shockingly bad. Like, Buffaslug or OKC Thunder bad.

1 hour ago, ShutUpLutz! said:

and the drunken doodoobags jumping off the tops of SUV's/vans/RV's onto tables because, oh yeah, they are drunken drug abusing doodoobags

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Hey, it's only been one decade of futility! It just feels like several, because it's been that futile.

On 1/25/2013 at 1:53 PM, 'Atom said:

For all the bird de lis haters I think the bird de lis isnt supposed to be a pelican and a fleur de lis I think its just a fleur de lis with a pelicans head. Thats what it looks like to me. Also the flair around the tip of the beak is just flair that fleur de lis have sometimes source I am from NOLA.

PotD: 10/19/07, 08/25/08, 07/22/10, 08/13/10, 04/15/11, 05/19/11, 01/02/12, and 01/05/12.

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28 minutes ago, Foxxtrot44 said:

 

[RSL logo was here]

 

There's a whole rainbow to choose from. Why do this?

 

It also doesn't help that the thing in the logo looks crown-like, so it could be the logo for (another) RSL feeder team.

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3 minutes ago, Red Wolf said:

 

It also doesn't help that the thing in the logo looks crown-like, so it could be the logo for (another) RSL feeder team.


yes, that makes it worse. And I assume they chose the colors to associate the name “Fire” with red and yellow. But even if that were the case, why not just go with ONLY red and yellow (with white, probably) or red and orange? At least St. Louis could’ve parroted RSL’s colors with a legitimate argument. This makes no sense at all.

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I considered not saying this but it’s true. There is some serious tone deafness in this logo. The logo itself has a pitchfork appearance to it. Besides selecting a color scheme that might attract La Liga fans, it could also be adopted by gang culture inside Chicago. Getting close to that should have been avoided. 

 

 

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24 minutes ago, Brandon9485 said:

I considered not saying this but it’s true. There is some serious tone deafness in this logo. The logo itself has a pitchfork appearance to it. Besides selecting a color scheme that might attract La Liga fans, it could also be adopted by gang culture inside Chicago.

 

Mentioned it upthread, and others, including @the admiral, noted it too. A yellow crown in Chicago has been a mark of the Latin Kings for decades.

On 1/25/2013 at 1:53 PM, 'Atom said:

For all the bird de lis haters I think the bird de lis isnt supposed to be a pelican and a fleur de lis I think its just a fleur de lis with a pelicans head. Thats what it looks like to me. Also the flair around the tip of the beak is just flair that fleur de lis have sometimes source I am from NOLA.

PotD: 10/19/07, 08/25/08, 07/22/10, 08/13/10, 04/15/11, 05/19/11, 01/02/12, and 01/05/12.

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