The Chicago Staggs will begin play in the A11 Professional Football League in the spring of 2015, and will do so with a brand which pays tribute to the both the history of the “Windy City” and one of college football’s earliest icons.
The Staggs’ primary logo features an abstract Sears Tower, and the team’s nickname honors Amos Alonzo Stagg, who was the Head Coach at the University of Chicago from 1892-1932. Stagg, a College Football Hall of Famer both as a player and coach, is considered one of college football’s great early innovators, and U of C won seven Big Ten titles during his run.
“We started with red, white and kind of blue in the initial phase,” said Dane Storrusten, the Founder/Managing Partner of Soulcake Creative out of San Clemente, California. “I went through a lot of color combinations. I worked a lot with colors I thought would be a little more earthy. Once I started pulling it more toward the metropolis of Chicago and Coach Stagg, it kind of influenced the change in the color scheme again.
“The feedback I got from my inner circle in the Chicago area is it felt like any other Midwest team. So I started playing with other elements – football elements, old leather helmets from the 30’s. One of the other things I thought was interesting was to work the Sears Tower into it, to help give it some contrast. Hopefully, it’s the best of all worlds.”
Said Steve Humphries, A11FL Co-Founder and Vice President of Advanced Media, “From a purely football design point of view, nobody has created a truly awesome deer antler helmet design. Dane hit this one out of the park, and having such a unique design is exactly what the A11FL is trying to accomplish. We want to be innovative and create cutting-edge designs to show our fans we are different in a good way.
“I think it’s also important to note that due to the dual meaning of the team name and the spelling of the name, the branding focus is not that of the deer animal, but rather a representation of the name Stag through a significant horn design.”
Chicago’s color combination is navy blue, light blue, red, gray and white.
“It seemed like it needed to be a color scheme like that to match the integrity of a big football market like Chicago. The others were nice color schemes, but it could have been a Minnesota team, a Dakota team, a Wisconsin team. The red, white, blue and gray scheme was a little more substantial. That’s kind of why we went this route – it made it a little more larger than life.”
Storrusten looked at the other deer-type sports logos, and didn’t he didn’t necessarily like what he saw.
“I looked around the market a lot. The one thing I had a problem with is deer are a little more stoic,” he said. “It’s hard to kind of have an aggressive team like that. There’s a bunch of those out there. I took the antlers and played with them, so it would still meet that theme but possibly be cooler on the helmet.”
City: Chicago, Illinois
2014 Nielsen United States television market ranking: 3rd.
Colors: Navy blue, light blue, red, gray and white.
Spring professional football league history: Chicago Blitz (United States Football League, 1983-85) and Chicago Enforcers (XFL, 2001).