Does Chicago Fire FC redesign 202?
The MLS is alienating fans with design.
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That is one of the best logos in the #MLS. NO. One of the best badges in all of the Big 5 sports leagues of America, and let's be honest, we crush it in marketing as a country. So how did it all go wrong?
There does not seem to be a confirmed answer as to how it went so wrong. Apparently, the plan to replace the “fire crown” (that is partially displayed above) was initiated before the new owner Joe Mansueto (CEO of Morningstar), took over the team as Full Owner. However, I assume he was aware of such a major overhaul before since he bought a minority stake in the team the year before. Not to mention the fact that it takes a long time to roll out new uniforms, apparently. According to Adidas, this year’s batch first hit the design table in March of 2018, a design process that started with MLS clubs submitting a presentation to the manufacturer with potential wants and needs. And while I think about what else changed back around that time, the only other thing I can think of is the move back to Soldier Field for the 2020 season, which already played host to them from 1998–2001 & 2003–2005. But the return in 2003 didn’t warrant a change of badge, so what gives?
Can anyone remember Inter Milan without Perelli?
Real Madrid without a white kit?
Or Liverpool wearing Blue uniforms?
Probably not many, if at all, because all of these clubs had time to grow into individual identities. This was not simply marketing research but distinct identities forged over decades, which helped them become what they are. The changes in the MLS are too often and destroy the attachment that so many fans have kindled for their MLS club.
All the while, I was so focused on Chicago’s issues, this problem of identity has become a league encompassing.
Badges of distinction?
Let talk about all the Badges that have changed over the past few years. If you look above, you can see the badges that improved over their original design and 1 that FAILED. But let us look at some others that didn’t make the image above. The 3 mentioned in this article are the worst offenders and need to be fixed.
Dropping history for sales?
When I say the middle badge for Columbus, I knew that this team cared about its fans and future. The meaning behind everything of the badge was well explained and took root in the fan base. The “newest” badge on the right has dropped all of that to be more streamlined yet vague. Take a look below at what the meaning was for the middle(best) badge.
Do you see the difference between the 2 above images and the meaning between the newest badge and the former? The former was dripping with meaning and history, while the new one has 3 bullet points, 1 of which actually has a history to Ohio in general and not Columbus directly. The C and typeface could literally be used for any other number of cities. For example, Chicago (please don’t), Cleveland or Cincinnati (please do), Colorado Springs, Charlotte, etc. Now I am not a Crew fan. I viewed them as rivals to the Fire, but I liked their 2nd badge, and in 2020 I was envious.
And below is how fans rejected and derided this badge change.
(more colorful language in the comments of the source)
As of last month, the Crew supporters won, I guess. While they will not be returning to the previous badge, the front office has given 2 main concessions to the supporters. The Crew name will return, and 96, the year of its founding, will also be included.
Then there is Montreal; I saved the worst for last.
This new badge is trying to look more stylish by making black the main color instead of white or blue, but it comes off as dim. They should have gone with a liter blue and white to stand out more. Then there is the fact that it is another circular badge which I don’t think is an improvement over the shield, which is also too popular. Worst of all, they dumped their individuality of the Impact name into the bin.
I will admit that I like the fact that they embraced French, the language of Quebec. But the old badge had that already, so no need to change things.
Clearly, the Montreal office needs to watch better television. #Harmon
Montreal supporters, my advice to you is to fight back. Make it clear you do not want such a thing representing your team on social media and do not buy their new merch. It worked for Chicago, Columbus and Louisville.
This can all be fixed!
Louisville retracted badges twice ♊ !
They released their “barrel badge” only to change it within the month, and in 2019 that badge had a 3-day turnaround. The reaction from supporters was just as swift as the retraction from the club president. This is what every Football Club should be doing in response to those that care the most. Don’t go changing anytime soon; Louisville City,, your track record is 2–2.
“The logo is very important.
It’s what you wear over your heart when you play,
but I think it’s more important than that.
It’s about the process and including the people that matter the most to your club,” says Brad Estes, the President of Lou City FC and Racing Lou FC.
3rd times the charm?
Everyone agrees that the Chicago Fire FC needs a NEW-NEW badge. So while I’ve been glad to hear that the Fire will get another shot at a badge, the updates have been sparse. I gave my advice in their poll, but I’ll add a little bit more that could apply to the whole of MLS.
1: The MLS needs to stop screwing up these teams, or the league will take longer to grow or shrink. There are always games on in other countries with stronger, more well-known teams and players. I even have a hunch that the Fire did an about-face on the badge because they now have real competition for Football fans in Chicago. First from the Chicago House AC and the young NISA league teams, which are expanding and hopefully create a new rival league. Fearing the loss of fans should be a concern. I, for one, can only follow so many teams.
2: Let the identity and individuality of the teams remain. It is better to have original names and customs than to be a poor copy of across the pond.
3: ALLOW a 3rd kit! Let the teams create a bit of oddity if need be so that we can have the kits we want.
4: Drop Adidas.
The kits for the last few seasons are more boring and bland. Each team should be able to buy from the company of their choice. This would allow for greater creativity among the kits.
5: Keep the 🔥fire RED🔥 and give our ⛑️Florian Cross⛑️ back!
Below I found a list of what that 3rd Chicago badge can be, and I hope it looks a lot like the original. When you have a good hand, why discard it?
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P.S. Hello reader, I had actually started writing this sometime in 2020 and decided to expand upon my frustration with the Fire as a League problem, which it is.
