On Thursday, the Chicago Fire unveiled their new team identity, altering their club name and revealing their new crest and logo as they prepare to move to Soldier Field for the 2020 season.
The team will now be known as Chicago Fire FC, according to a press release issued by the club. Previously the team had identified itself as a “soccer club,” but the “football club” part of their name will now be featured prominently in the squad’s branding.
The brand refresh, spearheaded as new team owner Joe Mansueto launches a new “strategic plan” for the franchise, was met with mixed reactions on social media as fans grappled with the most significant change to the team’s branding in its history:
According to a press release issued by the team, the new crest represents the Great Chicago Fire while also representing the “crown for the triumph over adversity of a people undefeated.”
The team also altered their color scheme, adding gold to the already-present blue and red.
Some fans liked the new logo, but the team is also facing a slew of criticism from club supporters and soccer fans alike.
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A fan petition asking the club to change back to their old logo has already garnered over 1,000 signatures since its launch.
