A name change makes plenty of sense from a business and public relations perspective if not from a sporting one. Which means for one to be truly successful, it would help to do as little damage to the club’s heritage as possible.
Yet there are two compelling reasons to embrace a rebrand, one that should’ve been obvious from Day 1 and one that couldn’t have possibly been predicted in the late 90s:, that killed approximately 300 people, left 100,000 homeless. While it may have been beneficial to the city's long-term development, it was still devastating in the short term.
Fortunately, the very concept of fire has fascinated mankind since it was discovered, and has no shortage of associated iconography. One route is to choose a new identity that pays a more specific historic homage to the disaster itself, shifting from a focus on the blaze to the response and the recovery.- The Fire occurred in October of 1871, and in some ways the year represents the beginning of the development of the present-day city. Additionally, there is precedent with similarly named clubs elsewhere around the club, 1860 Munich being perhaps the most famous example., etc.
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