Chicago Fire FC’s centers on representing the spirit, resilience, and pride of Chicago. Rooted in the city’s working-class identity, the club embodies renewal, grit, and unity, existing to bring victory, pride, and honor to the city of Chicago. The club embodies the city’s resilience and unity, defined by its sense of family between players, fans, and the city itself, with driven values of excellence, competitiveness, integrity, discipline, and gratitude. Every match represents not just a pursuit of success, but a reflection of Chicago’s spirit: always striving, always rising above.
In this redeisgn, I centered on Chicago Fire F.C. ’s spirit, resilience, and pride in Chicago, which is also rooted in the city’s working-class identity. I drew inspiration from Chicago’s official city bird, the peregrine falcon, and transformed it into a symbol of power, agility, and upward momentum. The bottom two sketches featuring the falcon with its wings spread evoke the idea of rising above, reflecting both the club’s competitive ambitions and Chicago’s own story of resilience following the Great Fire of 1871. The falcon becomes a visual metaphor for strength, speed, and the city’s enduring ability to rebuild and soar.
Primary Logo (top row) and secondary logo (bottom row) Color Palette