CF Montreal have unveiled their new logo that will come into use from the 2023 MLS season.
The Canadian club rebranded ahead of the 2021 campaign, changing their name from the Montreal Impact and using a new crest.
Those decisions drew quick and intense backlash from supporters, who were angry at the club for walking away from its roots without consulting fans.
Though they will continue on as CF Montreal, the club have at least made efforts to rectify their imagery, working alongside supporters on a new crest that better reflects their history and ‘identity’.
The black and ‘Impact Blue’ colors have returned to the logo, while the central shield and Fleur De Lys stand out as nods to the final Montreal Impact crest.
“Today we are turning another important page of our history,” said CF Montréal chairman of the board of directors, Joey Saputo.
“A few months ago, we began to reflect on our identity, as well as our logo, and concluded that a realignment was necessary. The employees, fans, and partners we met clearly expressed their desire to reinstate certain elements that have marked the Club’s history and are at the heart of our identity. We heard them loud and clear, and we are proposing a logo that meets those requests.”
President and CEO Gabriel Gervais added: “I am pleased that the ‘Impact blue,’ as we have named it, will dominate our new emblem. I would like to thank our employees, fans and partners for their contribution, as well as MLS, and the equipment manufacturer Adidas for their collaboration.
“Developing a new logo is a complex exercise. The process, which began before my arrival, also had its share of challenges in an ecosystem like MLS, both in the choice of shapes and colors.
“The process surrounding the new logo also allowed us to reflect and clarify our raison d’être as an organization, and what defines us. The logo is part of a broader reflection on CF Montréal’s identity. The process also allowed us to make observations that will influence our future communications.”
Saputo concluded: “We need to raise awareness about our role in Quebec, including developing local talent, from the grassroots to the professional level, the importance of giving back to the community, promoting soccer culture in the province, and represent, even celebrate, Montréal’s identity.”
Items featuring the new crest will be available via CF Montreal’s official team store soon.