MLS side Montreal impact have opted to change their name to Club de Foot Montreal as part of a complete rebrand which has also seen a redesign of their club crest.

The changes were announced via a virtual press conference, with chief executive Kevin Gilmore confirming the club would now be known as CF Montreal for short, while their moto has also been changed to ‘Droit devant’ which is Latin for ‘Always forward’.

The old shield-shaped badge has been replaced with a circular design, with the team’s new name arched around a snowflake-like image, while the Quebec fleur-de-lys also features. The news hasn’t been welcomed with open arms by a lot of fans though, with more than 2,000 already registering their displeasure in an online petition.

During the unveiling, chief executive Gilmore explained the motives behind the change, revealing that the club hoped the rebrand would help their development.

“To keep on growing and progressing, we are making an important change,” he said as reported by the Montreal Gazette.

“This transformation is inspired by the culture of our city, its people, as well as the history of our club and our sport in Montreal, to lead us into an even brighter future. It’s a great metamorphosis that will stimulate and guide our evolution.”

Justin Kingsley, co-creative director of Club de Foot Montreal, also released a statement in which he explained the thought process behind the new design.

“Football is more established than ever in Montreal and its history, which dates to the late 1800s, continues to evolve with this announcement,” the statement read.

“We wanted to connect our identity even more strongly to that of our city. We were inspired by Montreal and its supporters to create this local Montreal brand image, made by Montrealers, to state that we are here to stay.”


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