In the end, from the change of identity of CF Montreal carried out in 2020, only the name will remain.
Updated yesterday at 3:21 p.m.
The club unveiled its brand new logo on Friday, which will be used from the 2023 season. Joey Saputo, owner, and Gabriel Gervais, president, had invited the media on Friday for a presentation of the team’s new brand image, Friday, at Center Nutrilait.
The motto: “respect the heritage and history” of the club. Based on the founding values of the Impact. While bringing back the elements that have been part of the team’s identity since its inception.
This is how we find the fleur-de-lis again in the foreground. The shield, which appeared when entering MLS, is also there. “Impact blue” becomes the main color of the team again.
And we affixed the “1993”, year of foundation of the club, which precedes by three years the creation of the Garber circuit.
This date was “very important” for Joey Saputo. He even had to hold his own with the MLS for her to be part of it.
The Impact is older than MLS. I am very happy that they accepted. There were negotiations.
Joey Saputo
“It was difficult for [la MLS] to accept that there is a club older than the league, adds the owner. But it was important to make people understand that we have a story. »
The story. Beyond the name, the famous snowflake and the colors of CF Montreal, it was this appearance of denial of the club’s past that hurt the fans and other parties involved the most. Saputo noticed it quickly.
“Immediately after the logo [de 2020] came out, it was more negative, he agrees. We were hoping for more positive reactions, but that was not the case. What was done wrong was how to communicate the reasons for the change. »
In interview with The Press after the presentation, Joey Saputo summed up his thoughts as follows: “We’ve been here for 30 years. And it’s as if we didn’t exist. With the new logo, we wanted to assure our supporters that indeed, we don’t forget our past. We are here, we will continue. »
Asked during the presentation whether it was indeed the negative reaction of the fans that led the club to rethink its brand image, Saputo answers simply. ” Yes. »
A “realignment” of values
The club therefore carried out internal consultations and met with some supporters and partners.
“We didn’t necessarily sit [devant les partisans] saying, “We’re changing the logo, what do you want to see?” Saputo explains. It was more indirect. “Why do you feel alienated from the organization?” »
PHOTO MARTIN CHAMBERLAND, THE PRESS
CF Montreal President Gabriel Gervais
They have clearly expressed their desire to reconnect with certain elements that have marked the history of the club. which are at the heart of our identity.
Gabriel Gervais
This rebranding isn’t based on aesthetics alone. There is a “realignment” of the values and mission of the organization.
Using a slick PowerPoint-style presentation, the president listed them.
Inclusiveness. Memoirs. Passion. Ambition. Community. Talent.
IMPACT
PHOTO BERNARD BRAULT, PRESS ARCHIVES
Ultras from… the Impact, in 2018
The Ultras “want dialogue”
The Ultras, the most fervent opponents of the change of visual identity and the name “CF Montreal”, have still not returned to the Saputo stadium in 2022. Can we expect to see them again, given this new change of identify ?
“The Ultras were there [jeudi] during our premiere presentation, explains Gabriel Gervais to The Press. We got them involved. They were there on May 4 when we were communicating about our mission, the values and the elements that were going to be on our final logo. They were there. »
“So they want dialogue. It’s clear to them that the Impact is extremely important. I won’t go into the details of our conversations. We will be in discussions on how we can enter the name Impact further. Whether at the Stadium or elsewhere. »
The president also stresses that he wants to include “the remaining [des] supporters” of the team, because there are “other fans who have not returned to the stadium”. An aspect also supported by the owner.
“We had the chance to talk [aux Ultras] at many times. We will continue to work with them. Do not focus on the 10%. You have to focus on the 90% with whom you agree. »
A tight deadline
The new uniform, used from 2023, is already ready. And could be on sale for the holiday season. “We are going to have a primary jersey in 2023 which will replace black, explains Gervais. The gray with the veins will have the new logo. »
Montreal had a tight deadline given by the League to have everything approved next year. “Hats off to Joey,” greets Gervais. We had to move quickly. We started talking with the League in January 2022 to say that we were looking at the possibility of changing the logo for 2023, says Saputo. The League needed something for February 4. »
At least, he says, MLS gave him “a little more time.”
The League also did not demand “in any case not to bring back the name Impact”, recalls Gervais.
“The commissioner was brilliant. He told us: “Do what is best for your market.” »
He repeats that the idea behind the change of identity has always been to “put Montreal at the center [du] clubs”. “I am from Montreal. I grew up here. I played for my club, for my city. We will bring back the Impact in different ways, but not in the official name. »