Since the Fire was founded in 1997 it has had an original and distinctive brand with a creative logo and great colors. The brand, loved by supporters, has been ever present over the last twenty plus years even as the team has played at three different stadiums and gone through many personnel changes. 

In early 2019, rumors arose of a possible rebrand. In November, a possible new logo was leaked, one which has proven to be extremely unpopular amongst supporters. The creative, original Fire logo was to be replaced with an oval with a set of triangles in the middle. This massive change in identity will certainly prove to have a negative impact in the Club’s brand and supporters, many of whom have already become disillusioned with the club in recent years.