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Club de Foot Montreal

CF Montréal Rolls out Its New Brand Identity

November 17, 2022 - Major League Soccer (MLS)
Club de Foot Montreal News Release


MONTREAL - Following the unveiling of the Club's new logo on May 27th, CF Montréal proceeded Thursday with the gradual roll-out and integration of its new brand identity throughout its digital ecosystem and physical sporting infrastructure.

The Club made the announcement at Stade Saputo in the presence of Club owner and chairman of the board, Joey Saputo, Club president and CEO, Gabriel Gervais, as well as CF Montréal employees. The use of the new brand will be phased in over the coming months, chiefly through a new marketing campaign announcing the upcoming 2023 MLS season.

Reconnecting with the key symbols of the Club's history, the new logo will be officially used as of the 2023 MLS season. The crest includes the team's official name, CF Montréal, the fleur-de-lys, the shield, the Impact blue colour, 1993 (year of the team's inaugural season), as well as the black and blue stripes which recall the Club's first professional seasons, particularly in 1994 when the Impact won its first championship.

From the moment of its unveiling this past spring, the logo has been met with broad acclaim from the organization's primary stakeholders, including supporters, employees, and corporate partners.

"The process surrounding the new logo also allowed us to reflect and clarify our raison d'être as an organization, and what defines us," emphasized CF Montréal president and CEO Gabriel Gervais. "The logo is part of a broader reflection on CF Montréal's identity."

"We are united by our differences, from the first team to the stands, our front offices and the Academy: We are Montreal," said Samia Chebeir, Vice-President and Chief Marketing and Communications Officer. "The gradual integration of our new brand across our ecosystem is an important and exciting step in our identity realignment process. The solid foundations of our brand are essential for reaching out to fans and Montrealers and further cultivate their love for CF Montréal."

"We were honoured to be part of the development of this new brand ecosystem," said Olivier Chevillot, Executive Creative Director at PIGEON. "A long process of reflection, listening and sharing that resulted in a new identity rich in meaning, rooted in the Club's history and culture while reflecting a forward-looking vision."

This key milestone comes in the wake of the Club's most successful regular season since joining MLS in 2012, and just days before no less than six of its players will be representing Canada at the FIFA World Cup, in Qatar, for the first time in 36 years.

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