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Chicago Fire Enlist Fan Feedback to Design New Crest


Andrew Cohen

February 23, 2021

MLS club Chicago Fire is surveying fans online to get opinions about the design of the team’s new logo crest, which will replace the previous one from 2019.

More than 1,400 fans have filled out a form on the Fire’s website that asks them three questions: What do you love about Chicago? What do you love about the club? What do you want to see in our crest? The club also hosts polls on Twitter that ask fans to vote on design decisions related to club branding.

“Pulling through something from the previous identity has clearly been something that a number of fans are passionate about. Secondly, the Chicago City flag is something that really connects with a large number of our fans,” says Kyle Sheldon, SVP of marketing at the Fire.

The team also hosts roundtables on Zoom with several fans selected based on their submissions. Roundtables typically last 90 minutes; club owner Joe Mansueto participated in one session. Fire staff use the online note taking platform Miro to record feedback from fans.

“This project for us is serving as a bit of a turning point for how we interact with our fans,” Sheldon said. “You look across sports, whether it’s how teams are using their mobile apps to choose music in stadium or how fans can vote on what concession stand offerings are in the stadium, there’s so many opportunities to give fans a voice to build the club or match day.”

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