“Exactly one year ago today, I told our fans if the existing badge wasn’t working for them that we’d fix it – and that’s what we are going to do,” Mansueto said in a club release. “Fans have made their voices heard over the past year and now we’ll undergo a fan-focused process to create an identity that will stand for all Chicago for decades to come.”
Mansueto first shared the news with Fire season ticket holders, who will be involved throughout the project via roundtable, interviews and surveys. Any supporter looking to participate can visit chicagofirefc.com/crest to provide their input.
Chicago have assembled a collection of design and branding professionals for the project, including soccer crest specialist Matthew Wolff, brand design and consulting firm Studio/lab and sports marketing agency rEvolution. Kyle Sheldon, the club’s senior vice president of marketing, will oversee the entire project.