The Trois-Rivières Aigles are a professional baseball team based in Trois-Rivières, Quebec, competing in the Frontier League. The current franchise returned to professional baseball in 2013, reviving a name with deep roots in the city’s baseball history. The team’s visual identity has evolved through two distinct branding phases, each tied to a different era of the organization.
Design and History
The Aigles’ original branding was unveiled in November 2012, ahead of the team’s inaugural 2013 season in the independent Can-Am League. The club’s logos were designed by Agence Absolu, a Trois-Rivières-based design agency. The designs included a principal mark as well as secondary logos and wordmarks.[1]
In 2017, the organization underwent a significant rebranding effort. After a difficult 2016 season, the Aigles introduced a new brand image and moved into the digital era. The Trois-Rivières communications agency Acolyte developed the team’s new website, mobile application, and brand identity in just three months.[2] The new branding was supported by the slogan “Derrière chaque fan, il y a un club!” (Behind every fan, there is a club!), which placed the fan at the forefront of the team’s visual messaging.[3]
In April 2019, the Aigles launched another new brand image in collaboration with Acolyte, centered on the slogan “C’est l’temps des Aigles.” The campaign was described by team president Marc-André Bergeron as a rallying call to the population and business community of the Mauricie region. Communications coordinator Zoé Labranche-Newbury praised the “graphic simplicity” and the unifying, inclusive nature of the message.[4]
For the 2021 season, the Aigles temporarily set aside their own identity. Due to the continued closure of the Canada-United States border during the COVID-19 pandemic, the Aigles and the Québec Capitales joined forces to field a combined team in the Frontier League under the name Équipe Québec. The two organizations prepared a new visual identity for this unified squad, featuring a primary logo with the name Équipe Québec in cursive letters and a fleur-de-lis, along with a secondary “ÉQ” logo used on caps.[5] The jerseys also carried the city logos of Québec and Trois-Rivières on the sleeves.[6]
Meaning and Symbolism
The team’s name honors the original Trois-Rivières Aigles, which played at the same ballpark from 1971 to 1977 as a Double-A affiliate of the Cincinnati Reds in the Eastern League.[7] The eagle mascot, Grand Chelem l’aigle (Grand Slam the Eagle), first appeared on July 3, 2009, with the Aigles Junior team before joining the professional franchise in 2013.[8]
The team’s official colors are red, black, and white.[7] The 2019 “C’est l’temps des Aigles” branding was designed to reflect the energy of the team and convey a sense of pride in the Mauricie region, with the slogan described as “very Québécois” and rooted in local identity.[4]
Typography and Design
Documented details about the typography of the Aigles’ logos are limited. The 2021 Équipe Québec identity used cursive lettering for the team name on the primary logo, with the acute accent on “Équipe” treated as an important element. Team officials stated the accent would not be dropped despite the team playing in a league composed of American clubs.[5]
The 2019 branding was praised by the team’s communications coordinator for its “graphic simplicity,” suggesting a clean, minimal approach compared to earlier iterations.[4]
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