As the NFL’s charter franchise, the Chicago Bears have gone through a variety of uniforms and logos over the decades. And for the most part, they haven’t shifted too much. They’ve stuck with a vintage navy blue and orange color as their core motif and generally haven’t veered too far outside of that purview.
On Wednesday, the Bears gave a sign about a potentially massive shift. They changed their primary logo designation from the famous orange C to a vintage ferocious orange bear head.
With the 2023 NFL regular season just around the corner, it’s a fascinating move for fashionistas to keep tabs on.
In their Brand Guidelines, the Bears have officially established the Bear head as the primary mark and the C as the secondary mark. https://t.co/9GwmPBjXo4 pic.twitter.com/VKf16NGwvR
— NFL Fashion Advice (@fashion_nfl) August 9, 2023
As a Bears fan myself, I LOVE this shift in direction. I love that the Bears are actively using their cooler, less generic logo in promotional items and that the organization seems to recognize the bear head is simply more unique.
But the questions you might be (fairly) asking are: Does this mean Chicago will be making any changes to its uniforms? Will the Bears, perhaps, change the midfield logo at Soldier Field to the bear head?
Unfortunately, probably not.
According to a report from The Bear Report’s Zack Pearson, switching the primary logo to the bear head is a minor change and likely more about selling merchandise. Because, of course, it is:
From what I’ve been told, this is a minor change. The Bear head has been a co-primary mark for years, per source. The change is to provide clarity for retail, media, and other team/league partners to start a creative process with the logo. https://t.co/kFFhGbkREg
— Zack Pearson (@Zack_Pearson) August 10, 2023
Sigh. Maybe one day, the Bears will enter the 21st century and use their best logo to sell more than one-off hoodies and forgettable sleeveless jerseys. I will wait for that wonderful moment with a high level of anticipation.
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