The Chicago Red Stars, a founding club of the NWSL, are rebranding to Chicago Stars FC. After nearly 20 years, they will unveil their new identity in the 2025 season. The change marks a fresh start, following significant transformations. New owners and creative teams are leading the rebrand. They aim to honor the club’s legacy while offering a more modern, authentic image of Chicago.

Following the team’s involvement in league-wide investigations into abuse allegations, former ownership was sanctioned, and a new ownership group, led by Laura Ricketts, co-owner of MLB’s Chicago Cubs, took over. With the new leadership at the helm, including new hires across all levels of the organization, a rebrand was seen as a way to turn the page and start afresh.

According to Karen Leetzow, president of Chicago Stars FC, the rebranding came as they look to start a new chapter. “It is our intent going forward to honor the legacy made by past players, fans, and associates while carving a new path for the club and representing Chicago more authentically on and off the pitch,” she said.

The name change may be a big deal, but the rebrand keeps pieces of connection to the club’s roots. Two of the iconic red stars remain central features of the new logo, paying homage to Chicago’s municipal flag. As Chief Marketing Officer Kay Bradley puts it, the aim was not to revolutionize the brand entirely but to evolve it.

“A lot of intentionality around keeping pieces, not blowing everything up, keeping the elements that we felt were important to carry through, and give a nod to those, while also creating that simplicity, that cleanness of lines in the crest, and finding ways to make it feel modern,” Bradley said.

Player and community views towards the change

The most important aspect of the rebranding process was receiving feedback from the players and fans. Extensive focus groups were conducted with supporter groups, season ticket holders, and even new fans to identify what elements of club culture they truly valued.

Bradley said the players wanted to convey Chicago’s identity as a city that achieves success without arrogance, where teamwork and community come first. The theme of being “in this together” became an impetus for shaping the new branding.

The new crest of Chicago Stars FC has one red star in the center. This star represents the past, present, and future players – the heart of the team. The blues are darker and navy colored. They represent the “night sky” and the “Great Lake.” This gives a new take on the team’s colors.

The official switch to Chicago Stars FC will happen after the 2024 season. Fans will see the new club crest and logo during a smaller launch on November 3. The full brand change will take place in 2025. The Stars have a new name, crest, and sense of purpose. They are ready to shine brightly in the next stage of Chicago soccer.