The soccer news on Monday begins with the Chicago Fire announcing its overhauled rebranding. After public dissatisfaction with the club’s new logo, they regrouped and tried again. The result is closer to the traditional version of the fire emblem, but without the overt branding of the fire department. If social media is the judge we all make, the result is another reason to go back to the original logo. That may not be fair, but it points to the same scenario we saw in Columbus just a few weeks ago. Tradition requires real tradition, like keeping the same logo.
This is not an Eastern concept when established teams decide it’s worth looking at their established logos again. Juventus is the clearest example of this and a few seasons ago decided to swap their version of a standard Italian football crest for a stylized initial. Juventus stuck to the new design and maybe gave another lesson to any club considering rebranding. Do not back off from a decision, even if it is initially unpopular. The problem of neglecting this lesson is obvious when the choice is not to revert to the old logo. You will likely need to tweak further.
Look, it’s easy enough to ignore most of the logo decisions made in the 1990s. That was the era of an NHL team named after a movie, which we politely call bright colors and a penchant for action words as a team name. It’s always worth remembering that Galaxy is a different way of saying Kosmos, and the same is true when Fusion steps in for United. Then, years after best practices suggested otherwise, MLS allowed multiple FCs, Uniteds, and Citys.
The slight criticism is that speaking with a lack of ideas, and that makes sense. There are many professional sports teams in the United States and many colleges that choose to use professional sports-style sports logos to differentiate themselves from others. Add in the rest of the world and it’s hard to find something that is not only unique but also highly marketable.
With that in mind, Chicago Fire’s current ownership deserves credit for listening and trying again. It might not be the old logo, but the main logo is close enough that it looks more like an tweak than a complete makeover. It’s still the Chicago Fire, a team trying to go back to their earliest seasons and show that they can keep up with the new MLS look.
Major League Soccer also officially announced the founding of its new, not quite reserve league in the soccer news. As MLS President Mark Abbott said in the press release, the new league stands between the academies and the MLS itself. “In addition to more opportunities for MLS-caliber players, the new league will develop a diverse talent pool of coaches, referees and front office executives and at the same time attract fans who were previously unable to support a local club in their hometown. “
Without announcing a name for the new league or the teams, what we know today is very little. There will be 20 teams playing a schedule from March to December starting next season. The press release also stated that some teams in the MLS could be considered independent. “In addition to the club’s own and operated MLS teams, the new competition will also open the door for new owners and markets unrelated to MLS to join the league and bring professional football teams to additional communities across the country.”
On the football news, MLSsoccer’s Matt Doyle recalls week eight of Major League Soccer. The Independent’s Miguel Delaney explains why Italy is taking the biggest step forward at EURO 2020. Tariq Panja of the NY Times updates the situation with the economic problems of Ligue 1. David G Medina from Marca explains the impact of the Atletico Madrid academy.
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Logo courtesy of the Chicago Fire