CF Montréal, known as the Montreal Impact until January 2021, is a Major League Soccer club based in Montreal, Quebec. The club’s visual identity has evolved through several distinct crests, each drawing on symbols tied to the city and province, including the fleur-de-lys, the shield, and the colours blue, black and white.
Design and History
The Montreal Impact entered MLS in 2012 and unveiled a new shield-shaped crest in August 2011, ahead of its debut season. The design agency Pigeon, which had created the club’s previous logo (used from 2002 to 2011), developed the new emblem with what creative director Olivier Chevillot described as a “new traditional look.” Chevillot said the logo was “more sophisticated, modeled around renowned international clubs.” [1] [2]
That 2012 crest contained eight documented elements. Blue was the club’s predominant colour since its inaugural 1993 season, referencing the provincial flag and the Saint-Lawrence River. Four stars represented the four original settler communities of Montreal: the French, the English, the Irish and the Scots. The fleur-de-lys, the official emblem of Quebec, represented the province’s unique francophone character. Black and blue stripes referred to the club’s early years, particularly 1994, when it won its first championship. A scarf bearing the club’s name represented supporters, and the upward slant of the wordmark referenced the 1993 and 2002 logos. The motto “Tous pour gagner” (“All to win”) emphasized unity. The shield shape derived from the City of Montreal’s coat of arms, and the silver colour referenced the silver background in Montreal’s arms. [1] [2]
In January 2021, the club rebranded as Club de Foot Montréal (CF Montréal). The new identity replaced the shield with a circular crest featuring four Ms and arrows arranged in a snowflake pattern, with a blue border. The rebrand was led by local creative director Justin Kingsley, who said the goal was to create an image that resonated globally while remaining inspired by Montreal. [3] [4]
That snowflake crest proved short-lived. In May 2022, CF Montréal unveiled yet another new logo, officially adopted for the 2023 MLS season. The redesign restored the fleur-de-lys, the shield, the “Impact blue” colour, and the black and blue stripes associated with the club’s early years, while adding “1993,” the year of the club’s inaugural season. Pigeon again handled the design, with Chevillot serving as executive creative director. Club president and CEO Gabriel Gervais said the process reflected a desire to “realign” the identity after fans, employees and partners expressed a wish to reinstate historical elements. [5] [6]
Meaning and Symbolism
The fleur-de-lys has been a recurring element across the club’s crests. In the 2012 logo, it was described as the official emblem of Quebec, found on the provincial flag and historically a symbol of the French monarchy, representing the province’s francophone character. [1] The 2023 crest restored the fleur-de-lys alongside the shield and stripes, reconnecting with symbols from the Impact era. [5]
The four stars in the 2012 crest did not represent championships, as sometimes assumed. According to the club, they represented the four original settler communities of Montreal as illustrated on the city’s flag: the French, the English, the Irish and the Scots. [1] [2]
Typography and Design
For the 2021 CF Montréal rebrand, the club stated that the fonts used in its identity were designed in Montreal, with Neue Montreal Bold as the brand’s main typeface. The club also introduced three new colours: Impact Black, Ice Gray, and Sacré Bleu, a darker shade than its predecessor. [3] No comparable typography details have been documented for the 2012 or 2023 crests.
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