But my god, that is just awful. On top of that, someone can STILL easily mistake this for a fire department symbol. Not as easily as the former, but still. There is no soccer identity here.

I am in awe at the amount of money that goes into these changes and how poor the committee-based workshop-driven results can be.

Outside of just a rebranding in general, is that their players and employees are continually mistaken for being Chicago FD members.

It’s better than being correctly identified as a shitty organization / team

yields results that link to some television show.

This rebrand does not solve that problem.

they might have had more hits and better search rankings!

They ceded the high ground with a decade of suck.

The colors make no sense - especially if they wanted a "Chicago" rebrand.

It looks like the Ice King's crown from the Adventure Time cartoon or the Whitecaps East logo.

It is so bad that they are deleting negative comments on their facebook page and they rarely do that (I can attest to this as I rarely post a positive comment there and all of my old posts remain).

Tragic. They still have Nelson, a ton of allocation money, no players, and a shit logo with colors that make old Fire gear obsolete. Not a good start for Joe.

There's a certain gang in Chicago that uses a logo very similar