Sodboy13

MLS Chicago Fire FC Reveal Disappointing New Logo

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Réal Fresh Lake.

 

But wait, there's less!

 

 

Also, there was apparently some sort of rollout video shown to supporters, and the bold new tagline is "BE A CLUB," which is up there with Pierre Dorion saying "We're a team" while attempting to find something positive in the Ottawa Senators.

 

And one final insult (for today, anyway): Several people have pointed out that using a yellow crown shape not only gets you compared unfavorably to RSL, it also mimics the color and imagery of the Latin Kings, which has been a massive street gang in Chicago for over 30 years. Good job, good effort all around, way to capture that local flavor via some graphic design hacks out of Brooklyn.

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So they go from the St. Florian Cross which was unique in North American sports, and one of my favorite MLS logos, to some generic clip artish type crap a 5 year old could have put together in a basic computer class.  Hell, I could have come up with this.  Might have to make a run on some old gear before it's gone.

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This logo sucks just like adidas sucks in football kits (overall) every year more and more. Big downgrade.

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What an absolute disaster. They’re possibly going from one of the most memorable badges in MLS to something so bland and lacking any real significance. Man this makes the Revs logo look like a timeless classic!

 

hopefully the support groups can be LOUD enough that they pull a Niners one-day helmet or even more realistically what happened with Everton a few years back.

 

this has to be a joke but recently, that never seems the case. Buckle up Chicago...

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6 hours ago, Sodboy13 said:

Réal Fresh Lake.

 

But wait, there's less!

 

 

Also, there was apparently some sort of rollout video shown to supporters, and the bold new tagline is "BE A CLUB," which is up there with Pierre Dorion saying "We're a team" while attempting to find something positive in the Ottawa Senators.

 

And one final insult (for today, anyway): Several people have pointed out that using a yellow crown shape not only gets you compared unfavorably to RSL, it also mimics the color and imagery of the Latin Kings, which has been a massive street gang in Chicago for over 30 years. Good job, good effort all around, way to capture that local flavor via some graphic design hacks out of Brooklyn.

 

Worst part is that somebody at Adidas got paid more than I'll make in the next five years to :censored: this out.  Why rebrand in the first place? The original logo was great and better than this generic garbage.  (Unless going generic was their way of celebrating a Walgreens sponsorship :rimshot: )

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8 hours ago, Sodboy13 said:

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

 

8zmDUp6.png

 

Wait, is that it?  Or a fan concept?  I’ve been looking for that for a long time. 

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You know, the basic reflected-star design could work.  If it actually resembled a Chicago star, that is. 

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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. 

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I’d assume this now guarantees St. Louis won’t use these colors. It’s the colors of the St. Louis flag and the new ownership group, MLS4THELOU, so it had previously seemed likely they might adopt those colors.

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The star/flame thing reminds of some old (circa 1960s) tv/movie studio logo*, but I can't for the life of me figure out what studio used it.

 

* -- . . . or at least I swear such a thing exists, though I may just be imagining it. At a minimum, it looks it could have been a tv/movie studio logo from the 60s.

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Oh wow, it's actually an oval?? I thought that was a distortion of a roundel due to a crappy photo. It still kind of looks like one, actually.

 

And a NAVY BLUE Fire home jersey. The pointlessness of it all is stunning.

 

The contempt that MLS regularly shows for its fans in service of aimless tinkering never ceases to amaze me.

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10 hours ago, Sodboy13 said:

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

 

8zmDUp6.png

 

gHYYTNX.png

 

But still better than the new dumpster Fire logo.

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14 minutes ago, PaleVermilion81 said:

 

 

The white jersey looks like a Germany primary kit.

 

spacer.pngspacer.png

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I'm a fan of St. Louis sports and even I feel bad for Chicago sports fans right now. The logo is not improved at all by the introduction of color, and if anything it's worse. What a mess.

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2 hours ago, Gothamite said:

 

Wait, is that it?  Or a fan concept?  I’ve been looking for that for a long time. 

 

That is it. I can't find the image now, but over the summer, someone posted an actual embroidered badge, and Peter Wilt confirmed its legitimacy, saying he'd had one in his desk for years. The actual badge seemed more Carolina Panthers test blue than royal blue, though.

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35 minutes ago, PaleVermilion81 said:

 

 

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

 

Go Red Stars.

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They seriously walked into doing a Latin Kings reference? FC Disciples can't be far behind.

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7 minutes ago, Sodboy13 said:

 

That is it. I can't find the image now, but over the summer, someone posted an actual embroidered badge, and Peter Wilt confirmed its legitimacy, saying he'd had one in his desk for years. The actual badge seemed more Carolina Panthers test blue than royal blue, though.

 

Whoa. 

 

 

 

That’s amazing.  And yes, the blue looks brighter. 

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