CF Montreal
Montreal Impact are now CF Montreal after nearly a two-year rebranding process that came to fruition this morning during a virtual announcement with club Owner Joey Saputo and President Kevin Gilmore, among others. "I love the Impact. It's hard to let go of things you love. But here's the reality. To make an impact we need to retire the Impact,” Saputo said during the announcement. Gilmore told THE DAILY that the MLS club “needed to reflect our city and its people,” which he called “one of the most diverse and inclusive places in the world.”
Gilmore said, “The goal is to closely tie our brand and our identity to the city, to the people who founded the city, to the people who’ve come to the city aware of the opportunities and openness and inclusiveness that they find here,” he added. “And that resonates not just with our fans and helps even strengthen their bond to our club, but also with people who have pride in the city.” The team’s new motto is “Droit Devant,” which translates to “Always Forward.” The new typeface is Neue Montreal Bold.
Justin Kingsley and Paul Labonté, the team’s co-Creative Dirs, spearheaded the rebranding efforts along with Montreal’s internal marketing department. No agency was involved in the creative process.
