The new Chicago Red Stars crest is inspired directly from the Chicago flag and is a modernized version of the previous crest with crisp fonts and simplified geometries. The new secondary logo features a prominent and unique “C,” providing a strong tradition and tie to Chicago sports teams, with a six-point star at it’s center, similar to that found on the Chicago flag.
PROCESS: Over the course of a few months I made MANY iterations of different logos (see images below), including circular logos intended to be our secondary option. A small group, including myself and the owner of the team, finalized a decision for the primary crest.
Once the primary logo was selected we focused in on our secondary logo. We really wanted our secondary logo to involve a "C" to fall in line with the logos of other Chicago teams. We weren't falling in love with any of the circle ideas, then one day magic happened. I saw the outline of the "C" within the lower white section of our primary logo and that is when the secondary "C" logo was born!
In honor of the new logos the club felt a need for a new hashtag to represent Chicago and all it provides for the Red Stars. “My Kind of Town,” a popular song recorded by Frank Sinatra in 1964, pays homage to the Windy City and provides a great example of what makes Chicago extraordinary. The Chicago Red Stars decided to celebrate Chicago in its entirety by using the hashtag #MKOT for all of their social media channels as well as including Chicago imagery in all marketing graphics. On top of that, we decided to use hometown hero, Casey Short, for our brand launch photo shoot.
*Fun Fact: It was about 10 degrees the day we shot these photos. Our player/model Casey was a great sport!