CF Montréal rolls out new brand identity

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.

Both the logo and images of today’s brand launch event at Stade Saputo are available HERE.

Comments from CF Montréal President and CEO, Gabriel Gervais, and Vice-President and Chief Marketing and Communications Officer, Samia Chebeir, are available HERE.

In addition, with the holiday season fast approaching, Club supporters can now purchase select items featuring the new logo online HERE.

About CF Montréal

Founded in 1992, and having completed its first season in 1993, CF Montréal is a professional soccer club that has been playing in Major League Soccer, North America’s top division, since 2012. It has won the Canadian Championship five times (2008, 2013, 2014, 2019, 2021), and has also reached the CONCACAF Champions League final in 2015, as well as the competition’s quarterfinals in 2009, and, more recently, in March 2022. CF Montréal plays its home games at Stade Saputo, a 19,619-seat soccer-specific venue, and on some occasions at the Montreal Olympic Stadium.

In 2010, the organization established the CF Montréal Academy, a training centre for 13-20 years-old soccer players as part of its development pyramid. The Academy has close to 80 players in its program and reaches hundreds of additional players through the Pre-Academy, partner clubs and its regional programs. CF Montréal is the first and only professional club in North America to offer a sport-study program for youths as young as 12 years old within its Academy.

Through the Montreal Impact Foundation, CF Montréal is very involved in the community. Its mission is to organize and support activities to improve the quality of life of children and families from disadvantaged backgrounds. It also provides sports facilities to promote physical activity and social integration.