Chicago Fire FC to develop new crest, visual identity with fan input for 2022 season

Chicago Fire FC are seeking fan involvement to develop a new visual identity and primary crest, the club announced Friday. The project is expected to conclude by the end of 2021 season, positioning the new badge to debut on Fire kits ahead of the 2022 season, the club’s 25th in MLS.

The development comes one year after Chicago launched their current brand identity and badgebefore the 2020 season. That coincided with owner and chairman Joe Mansueto coming into his role and an overall new direction as they returned to Soldier Field for home matches. 

“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 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.

“While we’ve assembled a talented group of brand and identity experts who love Chicago, it will be the fans’ voices that guide our work,” Sheldon said in a club release. “This project will be open and transparent and our sole focus is to create a crest for which all Chicago can be proud. We look forward to hearing from all who want to add their voice.”

Original article 08.01.21 on the MLS Soccer website.

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