We look forward to hearing from all who want to add their voice.” Stand for Chicago Council “This project will be open and transparent and our sole focus is to create a crest for which all Chicago can be proud. “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 statement. Sheldon is committed to reading every idea fans send his way. Chicago Fire FC’s Senior Vice President of Marketing, Kyle Sheldon, will oversee the entire project. This time around, the club enlisted the help of two local firms-brand design and consulting firm Studio/lab, and sports marketing agency rEvolution.

The Fire were blasted by fans for using non-Chicago designers on the crown crest. Wolff also worked at Nike, where he designed hugely popular kits for Nigeria (yes, that one), France and Paris Saint-Germain, among others. If you don’t know Wolff’s name, you certainly know his work: he’s responsible for visual identities for clubs including LAFC, NYCFC, Oakland Roots SC, Green Bay Voyageurs FC, Union Omaha, FC Tulsa, Charleston Battery, Louisville City FC and Racing Louisville FC. Matthew Wolff, who has designed a large number of extremely popular crests and jerseys, will help the Fire design the new badge. The club is bringing in a heavy hitter to help, too. A version of the popular “lantern” design from the Stand For Chicago patch series is also on the table.

The old “Florian Cross” logo isn’t coming back, the club said, but the club is open to the idea of elements of that crest appearing in the new one. The club will remain “Chicago Fire Football Club,” but basically everything else is on the table, including a return to red jerseys. The Fire announced today the club is dropping the crown after the 2021 season is over, and you have a chance to get involved in the new design, with roundtables, surveys, and interviews planned in the coming months. “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.” “That’s what we are going to do,” Mansueto announced today in a statement. A couple months after the Chicago Fire unveiled the “crown” crest, when criticism of the design was still flowing fast and hard, owner Joe Mansueto issued an olive branch: “I told our fans if the existing badge wasn’t working for them that we’d fix it.”

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