The Chicago Fire rebrand was not popular. From the moment it was unveiled on their social media channels, it was ridiculed, derided, mocked, heavily criticised for lacking imagination and interest. And plenty of those slights and derisions were fair and justified. The logo was not — and still is not — the most handsome looking fella.
However, while the designs of the club, the logo, the shirts and other promotional materials are problematic, what they represent, and the deeper work that is going on behind the scenes,is extremely positive for the future of the organisation.
There might not be another team that went through the same foundational change as the Chicago Fire this offseason.