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Chicago Fire Reveals New Primary Badge and Brand Identity Ahead of Move to Soldier Field in 2020

CHICAGO (Nov. 21, 2019) – Chicago Fire FC is proud to unveil its new primary badge and brand identity as the Club readies for its 2020 move to Soldier Field.

As part of the new identity, the Club will now be formally known as Chicago Fire Football Club, with Chicago Fire FC serving as the Club moniker on first reference and on the badge itself. The change from “soccer” to “football” reflects a long-term vision for the Club as Chicago’s global ambassador to the world’s game.

“As a Chicagoan, it was important to me that our new brand identity reflect the power of our city’s origin,” said Chicago Fire FC Owner Joe Mansueto. “I’ve always loved the Chicago Fire name. I think of the people who rolled up their sleeves and committed to rebuild what would become a world-class city, one that my family and I love so much. The new badge including the Fire Crown represents that spirit.”

The new badge is built around a bold icon reflecting the powerful origin story of modern Chicago and the legend of its people. The mirrored icon – with flames inverted to become a crown, hence the Fire Crown – tells the story of a dramatic rebirth and a city’s triumph.

After the Great Fire of 1871, the people of the city resolved to rise from the ashes. The bold efforts of those who called the city home would ultimately transform and build the skyline of one of the world’s great cities. Chicago today is a monument to the efforts of an extraordinary people – a people undefeated.

The badge’s oval shape is the first of its kind in Major League Soccer (MLS). Versions of the Club’s primary colors – red and blue – remain in the visual identity, while gray has been replaced by gold. The Club has also added secondary colors of ivory and “flag blue,” a nod to the city’s beloved flag, that will be seen in future brand elements and kit designs.

“The Club’s pillars – Be Chicago. Be Football. Be a Club. – are fused into the new badge,” said Chicago Fire FC President and General Manager Nelson Rodríguez. “We appreciate all the fans, partners and staff who contributed to helping us evolve the identity of the Club.”

The branding exercise included consultation, focus groups and surveys with fans, partners, staff and MLS conducted over a period of more than 18 months. The process reviewed every aspect of the Club’s existing brand identity. The survey considered the original context of the Club’s name, crest and colors and the needs of a team building for future decades in a rapidly expanding league. Upon completion of the research, the badge, secondary marks and a new typeface were designed by creative agency Doubleday & Cartwright.

Merchandise featuring the new badge is available for purchase on ShopChicagoFire.com and in the Team Store located at SeatGeek Stadium in Bridgeview, Ill. The Club will also have the new merchandise available for purchase at Pioneer Court (401 N Michigan Ave., Chicago, Ill.) during the Magnificent Mile Lights Festival on Friday, Nov. 22. Future kit designs will be announced at a later date.

On Saturday, the new badge will be prominently featured on a Chicago Fire FC float in The Magnificent Mile Lights Festival Parade. The float will feature young Chicagoans from the Fire’s award-winning P.L.A.Y.S. Program, an initiative that partners with 30 Chicago Public Schools to enhance academic and social development through sport.

The Club also announced plans for a new mural by Chicago-based artist Max Sansing. The mural can be found on the north side of the Roosevelt Collection Shops in the South Loop, overlooking the British International School’s soccer fields off South Wells Street. The mural is expected to be completed by Monday, November 25.  

Stand for Chicago

Today also marks the start of the Club’s “Stand for Chicago” storytelling series which will celebrate the extraordinary people who call Chicago home.

The first installment of the series, available at StandForChicago.com, features Chicago Fire defender Johan Kappelhof, Chicago Red Stars defender Sarah Gorden and her son Caiden (a member of Chicago Fire Juniors), Juan-Elias Riesco of Nini’s Deli in West Town as well as photography from Chicago-based photographers JP Calubaquib, Matt Marzahl and Alina Tsvor.  Future installments will highlight author and poet Kevin Coval as well as artist and muralist Max Sansing.

The Chicago Fire will return to Soldier Field for the 2020 Major League Soccer season. Fans can secure a seat for the Club’s 2020 MLS Home Opener on March 21 against Atlanta United FC, or any game of the regular season, with a refundable $20 ticket deposit. Season tickets are now on sale for as little as $25 per match. More information is available at www.chicago-fire.com/2020tickets.

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