Been a minute hasn’t it? It’s taken me so long to get back into the game but I’m ready now with a newer condensed version of the Logo BreakDown.

To start things off in 2020, I’m going to focus on the rebrand dumpster fires that have occurred in recent years.

Starting with the Chicago Fire of Major League Soccer(MLS), the club not only dropped the ball, they punted that shit out the stadium.

My 3 Key Points from the official rebrand:

1. My family being of Mexican descent, despises ANY CONNECTION made with gangs, and seeing the gold crown just fu**ing kills me. It really disappoints me that no one pointed that out before launching, considering they want to attract the hispanic audience.

2. The fire crown symbol, I don't get it. Why did they choose to give a shoutout to the fire that burned the city down? Following my first post on this rebrand, my design is more about the fighters and people of Chicago that built the city back up.

3. I'm all for minimalism/clean design but this is too simple, almost boring.

If you check their Instagram, every post has comments about the logo. So I felt like redoing my original rebrand keeping in mind with what some fans were commenting.

There were a couple things I didn’t like from my original rebrand. I tackled those in this refinement.

One thing that really bothered me was the font I originally went with, this time I went with a google font Odibee Sans, which is a bit more narrower font than the current one.

I cleaned up the axes slightly and removed the old shield element and replaced it with four 6-pointed stars to reflect the City of Chicago flag.

Rather than commemorate a fire that burned down the city, the voice of the brand is built around being the fire.

I also wanted to come up with something that could work in multiple color schemes. This allows for a unified look no matter the medium.

Home and Away kits based on the original jerseys from 1998. The third kit was something I created with inspo from Barcelona. As you can see, the badge is shown in three different ways but still are unified.

Can’t forget about the merch for fans. I would print the axes on everything.

Obviously Chicago Fire won’t go back to their old logo or do something to the current logo, but one can wish.

What do you think of my refined rebrand? Are you a fan of the old badge?
Leave a comment below!

Follow me on Twitter & Instagram for sneak peeks of my next rebrand @designbyalva