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York United Football Club Launches New Identity

December 11, 2020 - Canadian Premier League (CPL) - York United FC News Release


Toronto, ON - Together with the Canadian Premier League, York United Football Club officially unveiled their new name, brand identity, crest and 2021 Nine Stripes Edition Shirt in a special online event hosted by well-known soccer voice James Sharman, with key contributions from CPL Commissioner David Clanachan, team chairman Mike Baldassarra and President/CEO & General Manager Angus McNab.

The event also featured the premiere of the club's campaign video, United By You, narrated by beloved Canadian actor Jay Baruchel and directed by acclaimed Montreal cinematographer Marc Lamy. "The League's goal is to be innovative, creative and adaptable," said David Clanachan, Commissioner, Canadian Premier League.

"For York United Football Club, based on what we have learned about their fans, supporters and the overall community, we knew it was important to listen and continue to evolve the incredible brand we started in York region in 2018. We are proud of the outcome that we feel represents a fresh new look that aligns with our goal of always being innovative." In partnership with the CPL, York United FC spent 2020 studying and researching the club's brand and identity. They met with supporters and listened, identified some crucial elements and ultimately began to plot a different course.

The name is reflective of a new era: bigger, better and more inclusive, while it also aligns with the central message of the club's mission: a commitment to make memories together - based on the authenticity, beauty, and pure joy of football - that will last a lifetime. 'The Nine Stripes' nickname - bestowed upon the club over the last two years by supporters - will continue to be proudly used and represents an important link to the past.

History has played a crucial role in shaping the new incarnation, with the deep-rooted intersections between York, Toronto and the GTA a key element in the brand story. The crest design is inspired by both the Old City of York - the predecessor to Toronto - and the Queen's York Rangers, a venerable Canadian Army regiment, with a presence both downtown (Fort York) and the York Region (Aurora).

"This is a hugely exciting day - not just for us but for Canadian soccer generally," said President/CEO & General Manager, Angus McNab.

"What I'm especially proud of is the way this has come together. At the core of this entire process has been people who care: supporters who we engaged in many frank discussions with, and staff who've been here from the very start. They are so passionate about this game, the potential of this team and this community. Their insight was invaluable, and it was a patient, measured approach. You cannot be flippant about something so important to so many. It needed to be careful and meticulous and we're grateful to the Canadian Premier League and our owner Mike Baldassarra for believing in us."

"Sometimes change is hard. But the key message here is that we take it on together and share in the exciting possibilities ahead. 'York United' perfectly captures our organization. We are an inclusive, warm, welcoming place and the solidarity is crucial to this new chapter. But this isn't just about a name. This is about who we are and what we want to represent. There is connective tissue that binds York, Toronto and the GTA and we can't simply ignore that. We are not just a number. We are bigger and better. We are united by a desire to progress and an ambition to be more."

The new brand identity begins its rollout immediately. See the latest brand campaigns and redesigned website here: www.yorkunitedfc.ca


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