As an integral part of our project team, we want to keep you updated on the progress made in our collective efforts to create a crest that will stand for Chicago for decades to come.

Be sure to bookmark this page and check back regularly for the latest information, news and ways to get involved.

Project Updates

Thursday, Feb. 18

To: Crest Project Team
From: Kacey Anderson, Manager of Marketing
Subject: Calling all Chicago kids!

We have received such amazing responses from fans near and far since the announcement of the new crest project. Not only do we want to hear from our adult supporters and fans, but we also want to hear from our younger fans about what they want to see in the Club’s new crest.

Beginning today, kids of all ages have the opportunity to participate in three kid-friendly crest activities. These activities allow our young fans to design their own crest, tell us what they love about the Club and the great city of Chicago, and choose their favorite Chicago icons.

Visit the Crest Project Kids Activities Page here.

We hope your little ones will participate and share their creativity with us. Our team will be reviewing all submissions and sharing some of our favorites with the design team!

You can stay in the loop on all kids related activities by joining the Chicago Fire Kids Club today. Fans 12-and-under will have access to exclusive events, giveaways and match-day activations during the 2021 season.

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Monday, Feb. 8

To: Crest Project Team
From: Kyle Sheldon, SVP of Marketing
Subject: Roundtables, surveys and more

As of last week, we’ve officially conducted 12 roundtables with four more to come this week. By the end of the week, we’ll have talked to season ticket holders, supporters, internal Fire staff, Chicago Fire Rec Soccer players, and a number of fans who submitted thoughtful entries via the web submission form.

From our team’s perspective, the sessions have been thoughtful, interesting and, most importantly, helpful to the project and the creation of the new crest. That said, we knew when we began this endeavor that we would not be able to conduct a roundtable with everyone who wanted to participate. It’s just not possible.

For that reason, we rolled out a three-pronged approach for fans to participate and lend their voice:

  • Web submission form (1,400+ entries)
  • Roundtables (~20 in total)
  • Fan quantitative survey (2,100+ completed so far)

The survey in particular is meant to solicit input from both casual fans and “future fans” (i.e. those who are likely to love the Club and community but don’t just yet). As we look to grow the game, the Club and the fan base (and eventually fill Soldier Field 17 times a year), it’s important that we hear from people who aren’t yet a part of our community to ensure we’re truly creating a crest for all Chicago. For that reason, we’re also putting a small ad spend behind the survey to reach beyond our current base.

Additionally, this week we’ll bring the roundtable experience to life across our primary social channels - Facebook, Instagram, and Twitter. We encourage you to follow along and share your perspective and opinion in our mentions/replies/comments. Yes, we want you to @ us.

The design team is hard at work and has begun to hone in on a set of core concepts. They’ve explored the lantern, the water tower, the municipal device, the skyline, and flames as well as looks inspired by the Chicago city flag, the six-pointed star, the “C” at the heart of the original badge and a modernized Florian cross (among many, many other sketches). We’ll meet with Joe Mansueto this week to get his initial feedback on the current concepts before the next round of refinement.

More to come soon.

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Wednesday, Feb. 3

To: Crest Project Team
From: Kevin Coval, Stand for Chicago Council Chair
Subject: Introducing Tracy, Liz and Dwight

Dear CFFC Massive,

I'm Kevin Coval, poet, educator, organizer and Chicago-centrist. I think we live in the greatest, hardest working city in the world and think our teams and artists and cultures are reflective of the hustle and grit and giant hearts of the people who live, love and work here.

I'm honored to bring together a community to help reimagine what the crest of the Chicago Fire can be. Something that embodies the feel and look and vibe of city and team. Something that is visually appealing and speaks to who we are as people.

I'm excited to introduce the three final members of the advisory council:

  • Tracy Baim is the president and co-publisher of the Chicago Reader and played soccer for 25 years, including in the early days of the Illinois Women’s Soccer League.
  • Liz Flores is a painter and muralist whose work explores the female form and creates movement and shape as a mode of visual storytelling.
  • Dwight White is an Artrepreunuer and multi-disciplinary creative whose work can be seen around the city via paintings on canvas and large-scale public murals.

We recently convened a kick-off meeting with the entire council and I'm humbled by the creativity and energy in the room. Soon we will gather again to hear from the council about what Chicago means to them; what motivates and inspires them about this special plot of land and lot of people.

I'm excited to continue to hear from you as well and have appreciated all the passion I hear on social media about the love of the city and team and the desire to get the crest right. I hear you and see you and we want your continued feedback and involvement in the process.

We share a passion for this place and I look forward to working together to make a memorable crest that represents the city lovely.

In solidarity,

Kevin Coval
Poet, Author of A People's History of Chicago
Creative Director, Young Chicago Authors

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Tuesday, Jan. 26

To: Crest Project Team
From: Kyle Sheldon, SVP of Marketing
Subject: Web submission

Following last week’s recap from our friends at rEvolution, we’re sharing with you today a visual summary of the more than 1,200 submissions fans and supporters have sent in since the project began. The linked PDF below has been sent to our creative teams and will be used to help inform the work being done to create A Crest for All Chicago.

There are a ton of great excerpts from the submissions, but this from Ryan D. in Lincoln Park was one of my personal favorites:

“Chicago is my heart. It's a blue-collar, pull-up-your-sleeves, no-nonsense kind of town filled with honest, hard-working people who are unapologetically proud to call Chicago home."

Download the visual summary [PDF]

UPDATE (2/28): Now with more water tower! We realized after posting the deck that we missed one of the other recurring themes that has come out of the web submissions - the water tower. You’ll now see it incorporated in both the word cloud on P25 and again on P31.

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Friday, Jan. 22

To: Crest Project Team
From: Brian Quarles, Chief Creative Officer at rEvolution Marketing
Subject: Week 2 updates

It’s now the second week of this collaborative and creative process to arrive at A Crest for All Chicago, and the real fun has begun. As Chicago Fire’s agency partner, we at rEvolution have been working since late last year to help design the process of outreach and fan engagement. To see the outpouring of thoughtful responses in the early going has been inspiring – inspiring for the project, of course, but also inspiring to think at such scale about what this city and this Club means to fans.

To date, we’ve had more than 1,200 fans weigh in on our kick-off questions. Of course, every word (even the four-letter ones) has been read and considered. Overall, the city is stoked. So is the state, the country, and the world. We’ve heard from Fire faithful, from the South Loop to The Netherlands and, so far, we’ve received submissions from: 

  • 65 Chicago neighborhoods
  • 152 cities in Illinois
  • 28 States (and DC!)
  • And 10 countries not including the U.S.

The content of the submissions has been all over the map, as well – from the broad to the personal, to strong opinions against the color yellow. Here’s a tiny sampling from Ben G. in Fulton River District:

  • “Chicago is known around the world not because of one industry or a political capital, we made ourselves known. We redefined architecture. We developed our own dishes people will travel here to eat. We literally rose from the ashes to create something better no one had seen before.”

Next week, we’ll share a visual summary of the submissions so far so be sure to check back! If you haven’t submitted a response yet, we want to hear from you. Use your voice to help influence the design.

Workshop Roundtables: 1 down, many to go.

  • Our first workshop roundtable was held on Tuesday, where we welcomed Supporters Council members to participate in a session that not only gave our design teams incredible insights to incorporate, but will impact the shape of workshops to come. Really open and honest conversations were had.
  • Next up: Season Ticket holders, with a series of workshops scheduled for next week (invites went out today so check your inboxes)
  • We hope that you’ll be able to join us for a session in the next few weeks, and if you haven’t already, sign up here to indicate interest.

That’s it for now. Thank you all for being engaged.

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Friday, Jan. 15

To: Crest Project Team
From: Kyle Sheldon, SVP of Marketing
Subject: Week 1 updates

We officially launched “A Crest for All Chicago” one week ago and, today we’ll begin providing regular updates to the entire project team - and that includes you!

Here’s the latest:

  • To date, we’ve received more than 1,000 submissions to the web form at
    • All submissions have been read by either a Chicago Fire or rEvolution team member. Recurring themes are being identified and will be summarized for the design teams by middle of next week.
  • On Monday, we met with 16 members of the Supporters Council to provide an overview of the project and take questions.
    • While exact timelines and options for 2022 kits are not yet known, the topic of navy vs. red colorways came up during the meeting. A few council members shared their position that the Club should return to red only when the white strip across the chest could also be added.
    • A number of council members expressed they didn’t think the final crest should be decided by a fan vote.
    • It was mentioned that Oct. 8 - the anniversary of both the Great Chicago Fire of 1871 and of the Club’s founding in 1997 - of this year might be the right date to unveil new elements of the visual identity.
  • Weekly meetings were held with other members of the project team including rEvolution, Matt Wolff and Studio/lab. The Fire team shared some of the emerging themes from the fans’ submissions and planned for the next series of roundtables, which will be held for Supporters and Season Ticket Holders first.

  • We connected with the first four members (Drew Conner, Kevin Coval, Sarah Gorden, and Sentrock) of the Stand for Chicago Council with plans coming together for a kickoff meeting next week. We expect to add three additional members to the council and may be able to announce those additions next week.

  • This morning, we met with Club Owner and Chairman Joe Mansueto to update him on the project. He was excited about the early response from fans and eager to hear about the early themes emerging from the submissions.

The work is just beginning, but the early interest and engagement from fans (thank you all!) has been overwhelmingly positive. Keep an eye on this space for future updates.

Click here to add your voice to the project

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