Dear Chicago Fire fans, take a deep breath, this isn’t real.

Ok! Now that we got that out of the way, The Logo BreakDown is back! After more than a year off, I’m excited to get back into it. Next up, Chicago Fire of Major League Soccer (MLS), the team from my home-state! So let’s get right into it, I am not entirely fond of the Chicago Fire shield, for me it lacks something. Seeing as Chicago Fire is one of the last remaining teams to rebrand, I felt this would be a fun little project. Going into this, I knew the biggest obstacle would be changing the shield. I decided to reach out to a loyal Chicago Fire fan for his thoughts. (btw you can follow him on twitter here! @CF97ScarfTrades)

I normally don’t show my work/design to anyone until it’s finished, but since I was taking my time with this rebrand, I wanted to get some feedback. After showing him my first draft, his response was, “The thing is I'm already a huge fan of our current logos so I'd be devastated if they re-branded. I honestly think it's one of the best, most unique and most timeless crests in the league.” Well, crap. BUT this is something I already knew would happen and was ready to take the criticism. Remember when Juventus rebranded? Everyone lost their minds. Now? I don’t think anyone can say anything over the sounds of them raking in the money from all the new merchandise.