Gothamite Posted November 22, 2019 Share Posted November 22, 2019 2 hours ago, Bucfan56 said: It's because they're lying to everyone. Or in the very least, greatly exaggerating. You don't do a year and a half of "Market research" and planning and still fail as miserably as they have with this rebranding. They may have discussed a potential rebrand as far back as 18 months ago, but the end result is so disgustingly slapdash that the only logical conclusion is that the entire thing was rushed and then forced through the proper channels at the last minute. I get the feeling that they probably originally wanted to rebrand a year or so out, but when the sale happened and the move to Soldier Field was made official, they decided to rush everything in order to "Make a splash". That's never a good way to do business with anything, but it's disastrous to do that with your branding package. That... actually makes a lot of sense. The Green Bay Packers Uniform Database! Now in a handy blog. Link to comment Share on other sites More sharing options...
Pizzaman7294 Posted November 22, 2019 Share Posted November 22, 2019 2 minutes ago, Gothamite said: That's surprising. Their work for the Bucks and Inter Miami was very good. Well, the question here is, is the design good in a vaccum? I'd say it's ok. Link to comment Share on other sites More sharing options...
Beantown77 Posted November 22, 2019 Share Posted November 22, 2019 The design belongs in a vacuum. And like a vacuum, it sucks. Link to comment Share on other sites More sharing options...
Gothamite Posted November 22, 2019 Share Posted November 22, 2019 Just now, Pizzaman7294 said: Well, the question here is, is the design good in a vaccum? I'd say it's ok. The new Fire's design? I wouldn't go that far. Even setting aside the previous look, I don't think this one is terribly good. The colors are muddy (and to be honest, I've said that about Salt Lake in the past). The crown design is essentially meaningless, whereas tweaking it a little bit into a Chicago star might have made it inspired. The text is too small for the space. When one ignores what came before, this is... uninspired. Take the replacement into account and it becomes something worthy of all the derision being heaped upon it. The Green Bay Packers Uniform Database! Now in a handy blog. Link to comment Share on other sites More sharing options...
nickp91 Posted November 22, 2019 Share Posted November 22, 2019 With all the negative response to the new Chicago Fire logo they should take the Sonic redesign approach Just step back and be like “ok, my bad, let’s make this right” Paramount spent millions to redesign Link to comment Share on other sites More sharing options...
Kevin W. Posted November 22, 2019 Share Posted November 22, 2019 50 minutes ago, Pizzaman7294 said: Well, the question here is, is the design good in a vaccum? I'd say it's ok. No, it's not. Mighty Ducks of Anaheim (CHL - 2018 Orr Cup Champions) Chicago Rivermen (UBA/WBL - 2014, 2015, 2017 Intercontinental Cup Champions) King's Own Hexham FC (BIP - 2022 Saint's Cup Champions) Portland Explorers (EFL - Elite Bowl XIX Champions) Real San Diego (UPL) Red Bull Seattle (ULL - 2018, 2019, 2020 Gait Cup Champions) Vancouver Huskies (CL) Link to comment Share on other sites More sharing options...
Gothamite Posted November 22, 2019 Share Posted November 22, 2019 1 hour ago, nickp91 said: With all the negative response to the new Chicago Fire logo they should take the Sonic redesign approach Just step back and be like “ok, my bad, let’s make this right” Paramount spent millions to redesign The one difference there, of course, is that Paramount had not already released the movie. The Green Bay Packers Uniform Database! Now in a handy blog. Link to comment Share on other sites More sharing options...
RichardWitham Posted November 22, 2019 Share Posted November 22, 2019 i sadly couldnt ind a non curse word filled version of the "it's so crappy it's unbeliveable" chant but that is my reaction to it...Insert image from URL The Danimal said: Texas is the state that gave us George W. Bush and Sarah Palin. 'Nuff said. Link to comment Share on other sites More sharing options...
FiddySicks Posted November 23, 2019 Share Posted November 23, 2019 3 hours ago, Gothamite said: The one difference there, of course, is that Paramount had not already released the movie. Also, I’m assuming Paramount has a bit more capital to work with than an MLS team (even one in a city the size of Chicago). These are pricey mistakes. This would be like putting a bad roof on a house. If it’s wrong (which this is) it simply has to be changed. But for someone with a ton of wealth, it’s more of an annoyance. For those who are less well off? It’s going to hurt the wallet a LOT more. That doesn't mean I feel an ounce of sympathy for them, though. On 11/19/2012 at 7:23 PM, oldschoolvikings said: She’s still half convinced “Chris Creamer” is a porn site.) Link to comment Share on other sites More sharing options...
The_Admiral Posted November 23, 2019 Share Posted November 23, 2019 I'm still peeved that apparently there's no agency in Chicago worthy of handling one of its local sports teams. ♫ oh yeah, board goes on, long after the thrill of postin' is gone ♫ Link to comment Share on other sites More sharing options...
Gothamite Posted November 23, 2019 Share Posted November 23, 2019 Saw this in the comments of Under Consideration’s review, from a California-based designer named Dennis Bolt who was playing around with the Chicago star iconography: It’s what we were talking about a few pages back, and I think could have been the heart of a really good logo. The Green Bay Packers Uniform Database! Now in a handy blog. Link to comment Share on other sites More sharing options...
henburg Posted November 23, 2019 Share Posted November 23, 2019 Honestly, I don't think it's such a horrendously ugly mark on its own. It may be a little simple to the point of dull, but that's really the worst I could say about it visually. However, the real problems with it stem from how tone deaf the whole thing is in general. Doubleday and Cartwright is a good studio (they did well with the Milwaukee Bucks rebrand), so it's hard for me to believe that nobody could have foreseen the Latin Kings thing or just the fact that the previous badge was so loved, but that's clearly where we are now. That old badge was one of the "iconic" MLS logos that I always closely associated with the league, so it's strange to think it's gone now. It definitely needed new life, but this solution really looks like a mistake. Link to comment Share on other sites More sharing options...
The_Admiral Posted November 23, 2019 Share Posted November 23, 2019 18 minutes ago, henburg said: That old badge was one of the "iconic" MLS logos that I always closely associated with the league, so it's strange to think it's gone now. It definitely needed new life, but this solution really looks like a mistake. Let me throw this out there: should a Chicago team even be doing a full-on rebrand in the first place? The Bears, Cubs, and Blackhawks have all looked the same practically forever, the Bulls are as astray as the rest of their dopey league but the core material hasn't changed, and even the White Sox have found something that sticks for almost 30 years (and had logged a lot of years before that). Sure, the logo itself was showing its age, but like the football Cardinals and Panthers, or even the Blackhawks in town, they could have and should have done some cleanup work on it and kept it. ♫ oh yeah, board goes on, long after the thrill of postin' is gone ♫ Link to comment Share on other sites More sharing options...
DG_ThenNowForever Posted November 23, 2019 Share Posted November 23, 2019 This seems like one of those times a really rich guy was successful at one thing and assumed his brilliance would extend to other things and isn't used to hearing his ideas are bad. I'm sure there are people in the Fire organization who thought the rebrand was a disaster but didn't feel like they could speak up. And I'm sure others are bunkering down on this terrible design. 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 Link to comment Share on other sites More sharing options...
hawk36 Posted November 23, 2019 Share Posted November 23, 2019 7 hours ago, Gothamite said: Saw this in the comments of Under Consideration’s review, from a California-based designer named Dennis Bolt who was playing around with the Chicago star iconography: It’s what we were talking about a few pages back, and I think could have been the heart of a really good logo. Much better but all I can see is the Pittsburgh Steelers for some reason. Maybe in the baby blue and red color of the Chicago flag? Design Hovie Studios Link to comment Share on other sites More sharing options...
Brian in Boston Posted November 23, 2019 Share Posted November 23, 2019 2 hours ago, DG_Now said: This seems like one of those times a really rich guy was successful at one thing and assumed his brilliance would extend to other things... Well, whatever "brilliance" Joe Mansueto possesses in the realm of investment research and management, it clearly doesn't extend to the assessment of graphic design and branding. After all, the financial services firm he founded - and which has subsequently provided him with the vast majority of his immense wealth - sports the following logo: Oof! Link to comment Share on other sites More sharing options...
TenaciousG Posted November 23, 2019 Share Posted November 23, 2019 12 minutes ago, Brian in Boston said: Well, whatever "brilliance" Joe Mansueto possesses in the realm of investment research and management, it clearly doesn't extend to the assessment of graphic design and branding. After all, the financial services firm he founded - and which has subsequently provided him with the vast majority of his immense wealth - sports the following logo: Oof! Why the hell are the G and S taller than all the other letters? I’m sure the Fire owner works 20,000 times harder than a janitor and has earned all his money though My teamsNCAA: Washington StateMLB: Seattle MarinersNFL: Seattle SeahawksNBA: Portland TrailblazersEPL: Liverpool FCMLS: Seattle Sounders FCNHL: Pittsburgh Penguins Link to comment Share on other sites More sharing options...
SCL Posted November 23, 2019 Share Posted November 23, 2019 The fire logo looks like it was repurposed from an equity firm or bank that fizzled out. Just awful execution. Link to comment Share on other sites More sharing options...
rams80 Posted November 24, 2019 Share Posted November 24, 2019 12 hours ago, DG_Now said: This seems like one of those times a really rich guy was successful at one thing and assumed his brilliance would extend to other things and isn't used to hearing his ideas are bad. I guess we should all be grateful "pursue public office" wasn't the Icarus moment for once. On 8/1/2010 at 4:01 PM, winters in buffalo said: You manage to balance agitation with just enough salient points to keep things interesting. Kind of a low-rent DG_Now. On 1/2/2011 at 9:07 PM, Sodboy13 said: Today, we are all otaku. "The city of Peoria was once the site of the largest distillery in the world and later became the site for mass production of penicillin. So it is safe to assume that present-day Peorians are descended from syphilitic boozehounds."-Stephen Colbert POTD: February 15, 2010, June 20, 2010 The Glorious Bloom State Penguins (NCFAF) 2014: 2-9, 2015: 7-5 (L Pineapple Bowl), 2016: 1-0 (NCFAB) 2014-15: 10-8, 2015-16: 14-5 (SMC Champs, L 1st Round February Frenzy) Link to comment Share on other sites More sharing options...
Lights Out Posted November 24, 2019 Share Posted November 24, 2019 Am I the only one who finds it pathetic how hard MLS teams try to look and feel like European soccer teams? Say what you want about the '90s identities/names, many of them were goofy as hell, but at least they weren't pretending to be something they aren't. There was nothing wrong with the Fire's old logo. It just didn't look enough like a European soccer logo for the league's current sensibilities, so it had to be changed to this crap. I'm just surprised they didn't change the team's name to something like "Chicago City United FC" while they were at it. POTD: 2/4/12 3/4/12 Link to comment Share on other sites More sharing options...
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