Montreal’s Major League Soccer team CF Montréal unveiled a new logo on Friday, one with a little more Impact and intended to solve a year-long PR headache.
The soccer team joined MLS in 2012 as the Montreal Impact, with a blue, silver and black logo that prominently featured a fleur de lys. Ahead of the 2021 season, however, it changed the name to The Club de Foot Montréal—CF Montréal for short—along with a new logo that looked like a snowflake.
“To make an impact, we need to retire the Impact,” said CF Montréal owner Joey Saputo at the time.
But some fans were so unhappy with the new name and logo that they started a petition to bring back the Impact.
Earlier this month, the club said it had “listened to our supporters,” and would soon introduce another new logo. On Friday the club confirmed that the CF Montréal name will remain, but revealed a new logo—featuring a number of similarities to the Impact logo—that will be introduced for next season.
“A few months ago, we began to reflect on our identity, as well as our logo, and concluded that a realignment was necessary,” said Saputo in a release introducing the new identity. “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.”
The shield and the fleur de lys are back, as are the black and blue stripes from the previous logo. “I am pleased that the ‘Impact blue,’ as we have named it, will dominate our new emblem,” said Saputo.
After designing the team’s logos in both 2002 and 2012, Pigeon was asked to design the new logo, said executive creative director Olivier Chevillot. “It is the result of a long process of reflection, listening and sharing,” said Chevillot. “The new Club crest is highly symbolic. It includes all the symbols that define the Club and that are dear to the fans.”