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MLS Chicago Fire FC Reveal Disappointing New Logo


Sodboy13
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Based upon feedback that Chicago Fire management has received in their "A Crest for All Chicago" initiative, the team's new logo has begun to take shape.

According to Kyle Sheldon, SVP of Marketing for the Fire, after sifting through more than 15,000 responses to the initiative via web submissions, roundtables, surveys, and social media, four themes or design elements have stood out as those that fans most want to see included in the new identity: the Chicago Municipal Flag, a six-pointed star device from said flag, the letter C, and a Florian Cross. Therefore, moving forward, these four elements will be the sole focus while developing a new crest for the team.

Graphic designer Matthew Wolff has been assigned the task of creating the new crest. Hard at work, he's already designed and submitted over a dozen concepts incorporating combinations of the aforementioned elements. The Fire are hoping to share the crest - or component elements of it - with fans before the mid-season 2021 deadline for submission to merchandising partners, including Adidas.

A Crest for All Chicago

     

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2 hours ago, Brian in Boston said:

...four themes or design elements have stood out as those that fans most want to see included in the new identity: the Chicago Municipal Flag, a six-pointed star device from said flag, the letter C, and a Florian Cross.


All the votes mysteriously came from an account named “CaptObvious69420.”

 

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If you a take a deeper dive into the results of a survey that was conducted as part of the Crest Project, you find that when it came to polling both Chicago Fire fans and residents of the general Chicago Designated Market Area, the Florian Cross didn't crack the Top 4 elements considered "Most Important for New CFFC Crest".

In a poll to determine the "Top 3" most important visual elements for the Chicago Fire FC crest, Fire fans selected the Six-Pointed Stars (57%), the Chicago City Flag (51%), and the Letter C (44%). A depiction of Flames came in fourth (32%), with the Florian Cross ranking fifth (28%). Meanwhile, respondents from the Chicago DMA as a whole chose the Chicago City Flag (34%), the Letter C (30%), and Flames (29%) as the "Top 3", with the Six-Pointed Stars (22%) fourth... and the Florian Cross tied for tenth with the Municipal Device (5%). 

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I really do hope they change again. I actually tried to design something a few years back for them, but never posted it anywhere. It's supposed to form the initials of Chicago Fire FC. I think something like this could work along the other Chicago sports teams.

 

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Good for them getting Matthew Wolff. Their current identity is by Doubleday and Cartwright. D&C does some great stuff, especially with motion and illustration, but Matthew Wolff is so good at soccer identity. LAFC, NYCFC, Oakland Roots, Tusla FC...all beautiful.

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On 3/2/2021 at 8:54 PM, Brian in Boston said:

Graphic designer Matthew Wolff has been assigned the task of creating the new crest.

 

"You sending the Wolff? 
 
:censored:, that's all you had to say."
 
This is the best news so far.  His track record is pretty damn impressive.
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