He was not sure what he was seeing. No one could in his Chicago Fire FC support circles. The new logo was not good. The director of communications at Section 8 said that all the fans he knew and talked to were in disbelief. The patent for the logo must have thrown us off because we thought it had to be a joke. They would create a logo for us. We were even more shocked when the club said that was the logo. For a people undefeated, our Fire Crown stands for the founding legend of Chicago. pic.twitter.com/ZlSMgLx3Da The "Fire Crown" logo was mocked after it was introduced in November. If the logo did not grow on supporters, they should look to create a new mark. If you will, a new name for the brand. Matthew Wolff was contracted by the Fire to work on the new vision. The team had a meeting with supporters. The new identity was inspired by the club's history and the colors of Chicago, which has been much more successful. The addition of FC to the team name was retained by the Fire. - MLS on ESPN+: Stream LIVE games, replays (U.S.)
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The Fire are not the only MLS team to change their brand and identity in the last few years. The Columbus Crew, New England Revolution, Houston Dynamo FC, Club de Foot Montreal, and the Montreal Impact have all relaunched with different reasons for doing so.
A new logo means new merchandise to buy. When it abandoned the Kansas City Wizards identity in 2011,Sporting Kansas City saw its merchandise sales jump from $30,000 to $1 million in six years.
The time had come for the Revolution to change their name. "As things began to accelerate in other areas, it just felt like the visual identity of the club was stuck back in, you know, I hate using the term, but the MLS"
The Houston club's previous identity felt dated, but also because the organization had grown to include an NWSL franchise, the new identity came together. It was a good idea to unit the two.
The vice president of marketing and communications said that the Dash was also being considered. We saw the opportunity to bring the Dash into it as we went through the discussion of the identity. The team worked with a Houston-based firm to make sure the new identity meshes with the city.
When the passions of sports fans are involved, changing a brand's identity is even more difficult.
The Columbus Crew will be changing their name to Columbus SC.
Tosh Hall said that working with sports teams was more intense than working with other people. The firm led the effort to change the name of the Revolution.
The process can go wrong for a number of reasons. In order to focus on the future, teams can ignore the past. Their fans can also be ignored.
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Wolff, the Fire designer who worked on crests that included the New York City FC, LAFC and Angel City FC, said he tries to unify the greatest number of fans and retain elements from the past
In order to conduct focus groups on professional soccer in New England, the Revolution collaborated with MLS league offices. The goal was to allow the supporters to speak their minds. There were two conclusions from these meetings. The first thing to happen was that the old logo had to go. The majority of people wanted a more contemporary look. The name of the team had to remain. I was surprised by that.
He said that he thought the name of the team needed to be changed. I could not have been right. Fans said that the name was correct when they heard it.
It was easier to narrow down the choices after having these directions.
Getting buy-in from the fans is vital because it can help a club avoid a mistake like using symbols that can be easily misconstrued, such as the crown and Chicago, but it also encourages supporters to be a bit more charitable. A logo's quality is a bit of a subjective matter. Fans and members of supporter groups who feel like they are part of the process can help create positive reception.
That is the reality of how to change something people love. The need for a petition to change the name back and an ugly scene all around could have been avoided if Montreal had more fan input. The groups that support MLS feel for the Canadians.
Section 8's Dursun said that they have to feel sorry for another fan base.
MLS ownerships groups can rebuild trust if they listen to their supporters and respond to them. The Crew was added back into the name after fans revolted. Montreal unveiled a new logo in May. The reworked identify leans into the history of the club.
The chairman of the board of directors said in a statement that the employees, fans and partners expressed their desire to restore certain elements that have marked the club's history.
Dursun said that he was part of a group of people who were consulted about the Fire's new look. He appreciated being part of the process even though he wasn't sure how far along the process was. The relationship between the groups and the owners in Chicago is better than it has been in the past.
Maybe in a few years, they'll all sit back, have a drink, and laugh about the Fire Crown while wearing kits with their new logo.
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