Chicago Fire Unveils New Badge, Brand Identity Ahead Of Move To Soldier Field

WBBM Newsradio Staff
November 21, 2019 - 12:21 pm
Chicago Fire FC is proud to unveil its new primary badge and brand identity as the Club readies for its 2020 move to Soldier Field.

Photo provided by Chicago Fire

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CHICAGO (WBBM NEWSRADIO) -- With a new home stadium, comes a new badge and new identity for the Chicago Fire.

Chicago Fire unveiled Thursday its new primary badge and brand identity as the team moves to Soldier Field in 2020.

As part of the new identity, the team will now formally be known as Chicago Fire Football Club, with Chicago Fire FC serving as the team's moniker on first reference and on the badge itself. According to the organization, the change from “soccer” to “football” reflects a long-term vision for the club as Chicago’s global ambassador to the world’s game.

Chicago Fire FC is proud to unveil its new primary badge and brand identity as the Club readies for its 2020 move to Soldier Field.
Photo provided by Chicago Fire


“As a Chicagoan, it was important to me that our new brand identity reflect the power of our city’s origin,” said Chicago Fire FC Owner Joe Mansueto, in a statement. “I’ve always loved the Chicago Fire name. I think of the people who rolled up their sleeves and committed to rebuild what would become a world-class city, one that my family and I love so much. The new badge including the Fire Crown represents that spirit.”

The new badge displays a mirrored image of flames inverted to become a crown, hence the Fire Crown. According to the organization, the badge tells the story of a "dramatic rebirth and a city’s triumph."

"After the Great Fire of 1871, the people of the city resolved to rise from the ashes. The bold efforts of those who called the city home would ultimately transform and build the skyline of one of the world’s great cities. Chicago today is a monument to the efforts of an extraordinary people – a people undefeated," the organization said in a statement.

The badge’s oval shape is the first of its kind in Major League Soccer (MLS). Versions of the team's primary colors – red and blue – remain in the visual identity, while gray has been replaced by gold. The team has also added secondary colors of ivory and “flag blue,” a nod to the city’s beloved flag, that will be seen in future brand elements.

Chicago Fire FC is proud to unveil its new primary badge and brand identity as the Club readies for its 2020 move to Soldier Field.
Photo provided by Chicago Fire


“The Club’s pillars – Be Chicago. Be Football. Be a Club. – are fused into the new badge,” said Chicago Fire FC President and General Manager Nelson Rodríguez, in a statement. “We appreciate all the fans, partners and staff who contributed to helping us evolve the identity of the Club.”

Merchandise featuring the new badge is available for purchase on ShopChicagoFire.com and in the Team Store located at SeatGeek Stadium. The team will also have the new merchandise available for purchase at Pioneer Court during the Magnificent Mile Lights Festival on Friday, Nov. 22. On Saturday, the new badge will be prominently featured on a Chicago Fire FC float in The Magnificent Mile Lights Festival Parade.