About the Logo

I was in third grade when I first learned about the KISS method. Thank you Mrs. Sackett. “Keep It Simple Stupid” was a great lesson I learned young and has had a huge impact on my playing career. Although easier said than done, throughout my career I have striven to play simple each time I’ve stepped on the pitch. It has been a cornerstone to my success and I think this logo encompasses that thinking to a T.

Along with keeping it simple, I wanted to pay homage to my family name of Bornstein because family has and continues to be the most important thing in my life. JB, apart from being my initials and a nickname lots of you have used for me throughout my life, are also the initials of my wife and two daughters. I wanted my logo to be something that they could connect with and maybe one day proudly adopt to be their own. To finish out the logo is the number 3 hidden in the B. 3 isn’t only my jersey # for the Chicago Fire, but it has some deeper meanings. In Latin, they have a saying, “omne trium perfectum”, which means “everything that comes in threes is perfect”. A beginning, a middle, and an end. The hidden 3 reminds me that I find myself only at the middle of my career and with hard work and a never give up attitude so many more great things are yet to come.