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MLS Chicago Fire FC Reveal Disappointing New Logo

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17 hours ago, the admiral said:

 

There's a neighborhood in Hoffman Estates where all the streets are named after Arizona locations: Flagstaff, Kingman, Maricopa, Glendale, Grand Canyon. It's strange, because you would think Arizonans would be the ones naming streets after places back home.

 

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I swear at least half of the people I knew/interacted with while going to ASU were from the Chicagoland area, so I’m not really all that surprised they would want to bring some of that back to Illinois with them. Maybe it helps them pretend they aren’t freezing their asses off in February. 

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We're just looking for someplace new to drink to excess without consequence, really.

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That is so, so ugly. Would definitely be in the bottom three or so crests in MLS if actually adopted.

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Oooh, didn't catch the arbitrary switch from SC to FC the first time. Now they're a real football club! That'll fix it!

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"Actually, it's 'Fútbol Club,' in tribute to our dedicated and hard-working Hispanic supporters, who we banned wholesale from entering the stadium."

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3 minutes ago, BJ Sands said:

 

I guess our only hope here is that it was leaked a bit early so the team could get some feedback before actually adopting it... and hopefully now they know it should be a no go.

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There was a West Ham-esque logo circling around as well where rather than hammers the logo had crossing fire axes. Probably just a concept but would love to see them go in either that direction or something similar to the municipal device that they’ve sparsely utilized. 

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Yeah, the municipal device should get more play, but then everyone would ask what the Y stands for.

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4 hours ago, Maroon said:

Would definitely be in the bottom three or so crests in MLS if actually adopted.


That's being kind. The new Chicago Fire FC mark outstrips all current MLS marks in terms of piss-poor design. It's worse than the "pre-school Crayola scrawl" of the New England Revolution. It's worse than the "multiple random elements in search of a cohesive whole... oh, and a clip-art soccer ball" of the San Jose Earthquakes. It's worse than the "cavorting spermatozoa in a pregnant badge" of Sporting Kansas City.

What will truly push it into the cellar compared to their MLS club logos will be the insipid marketing-speak that trumpets how the central device is all things to all people: it's a depiction of fire... a nod to the six-pointed stars on the City of Chicago municipal flag... the downtown Chicago skyline reflected in the waters of Lake Michigan... the Chicago Water Tower left standing amidst the flames of the Great Chicago Fire.

The only positive thing I can say about it is that the oval shape is unique amongst the league's badges. Beyond that? Brutal.       

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55 minutes ago, Brian in Boston said:

What will truly push it into the cellar compared to there MLS club logos will be the insipid marketing-speak that trumpets how the central device is all things to all people: it's a depiction of fire... a nod to the six-pointed stars on the City of Chicago municipal flag... the downtown Chicago skyline reflected in the waters of Lake Michigan... the Chicago Water Tower left standing amidst the flames of the Great Chicago Fire.    

 

God, this is so spot on I want to puke. This is EXACTLY what they're gonna do to try and justify this trash. 

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1 hour ago, Brian in Boston said:


That's being kind. The new Chicago Fire FC mark outstrips all current MLS marks in terms of piss-poor design. It's worse than the "pre-school Crayola scrawl" of the New England Revolution. It's worse than the "multiple random elements in search of a cohesive whole... oh, and a clip-art soccer ball" of the San Jose Earthquakes. It's worse than the "cavorting spermatozoa in a pregnant badge" of Sporting Kansas City.

What will truly push it into the cellar compared to there MLS club logos will be the insipid marketing-speak that trumpets how the central device is all things to all people: it's a depiction of fire... a nod to the six-pointed stars on the City of Chicago municipal flag... the downtown Chicago skyline reflected in the waters of Lake Michigan... the Chicago Water Tower left standing amidst the flames of the Great Chicago Fire.

The only positive thing I can say about it is that the oval shape is unique amongst the league's badges. Beyond that? Brutal.       

 

The reason I said "bottom three" is precisely because of the Earthquakes crest, and then I've always been down on the Impact crest (no issues with the design elements themselves, but I find gratuitous gradients abhorrent in athletics logos). You're probably right that the Chicago one is worse than all of them, but considering the San Jose, KC, NE Revs, and my aforementioned distaste for Montreal's crest, I at least figured I'd give it a bottom range rather than automatic last place.

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I actually kinda like San Jose's crest 🤷‍♂️

 

 

Not as much as their previous crest, though. 

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2 hours ago, Brian in Boston said:

it's a depiction of fire... a nod to the six-pointed stars on the City of Chicago municipal flag...

 

On 11/15/2019 at 6:07 AM, the admiral said:

That logo looks terrible. It looks like they meant to split the difference between a Chicago flag star and a fire, achieving neither.

 

Yeah, we're staring down the barrel of some all-time bad copy here. The Brewers' "we centered the baseball because it's the center of what we do" could only hope to prepare us for what's next.

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Honest to God, this was better. And this was definitely not good!

 

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7 hours ago, the admiral said:

Yeah, we're staring down the barrel of some all-time bad copy here. The Brewers' "we centered the baseball because it's the center of what we do" could only hope to prepare us for what's next.

 

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." 

 

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