Founded in 2006, the Chicago Stars, originally known as the Chicago Red Stars, have long been a mainstay in American women’s soccer. Competing in the National Women’s Soccer League (NWSL), the team boasts a proud history with several playoff appearances and has produced some of the league’s most notable players. Recently, the club announced its decision to rebrand, embracing a new identity crafted by design studio Rabe x Birch (Beacon, NY).
According to club president Karen Litzow, this change supports the club’s future growth and has garnered widespread support from leadership, players, and fans. While the official statement didn’t detail the exact reason for the name change, the shift to “Chicago Stars” simplifies the name, making it easier to associate with other iconic local teams such as the Chicago Bulls, Chicago Bears, and Chacago Cubs, while highlighting the club’s strong connection to the city.
A New Look with a Nod to Chicago’s Legacy
The previous name, “Chicago Red Stars,” was inspired by Chicago’s flag, with its four red, six-pointed stars representing historic events in the city’s past. The former logo incorporated these stars and the flag’s blue and white stripes, but over time, its array of design elements, including two different fonts, began to feel outdated. This rebrand is the first significant overhaul for the club in its nearly 20-year history, bringing a refined, more cohesive design that reflects both the team’s evolution and its Chicago roots.
Symbolic Details in the New Logo
The new Chicago Stars logo retains a strong connection to the city through a central red star, prominently displayed on a soccer ball within a shield. This centerpiece is surrounded by six dark blue stars, which represent the team’s players and emphasize their role in the club’s vision. Other thoughtful design choices further link the club to Chicago: the shield’s curved top edge echoes the city’s architectural features, such as those on the Chicago Theatre and Wrigley Field.
The “CHICAGO” typeface is inspired by the iconic marquee letters of the Chicago Theatre, while the word “STARS” below the ball is set in a custom font that gracefully curves along the shape of the ball. The shield’s split colors—dark blue and light blue—symbolize the lakefront meeting the waters of Lake Michigan. A similar theme of the close relationship between the city and a soccer club can be found in the visual identity of the Chicago Fire FC.
Looking Ahead to the 2025 Season
Chicago Stars fans can look forward to seeing the new branding on official merchandise, which will soon be available in the club’s online store. The full transition to the new logo and name will take place at the start of the 2025 season in March.
In general, the rebranding of Chicago Stars appears to be a successful move. While the new name may take some time for fans to adjust to, it positions the club alongside Chicago’s most famous sports brands. The sophisticated, less literal approach to Chicago’s flag in the updated logo elevates the club’s image, giving it a modern edge that will serve the team well in the years to come.
