Unveils New Logo
League Unveils New Trademark Celebrating the Canadian Game
Alberta – On November 20th, 2002 at Commonwealth Stadium, the Canadian
Football League proudly unveils a new trademark in its drive to build the
quality of the CFL experience for all sports fans. The CFL, in cooperation
with FutureBrand Canada, has developed a long-term brand vision and strategy
for the League, building upon the extraordinary positive momentum and increased
popularity of the Canadian game.
|The logo features
a red football (with white laces and circles at both ends) located in front
of a maple leaf, also red, with black CFL lettering located beneath.
It replaces the white football helmet, with CFL and a maple leaf located
within, that originated in 1970.
will be implemented during the next two to three years as the League enters
a new era. The CFL is about celebrating Canadian sport, pride, excitement
and connections between the fans who love the game. CFL football
has long been renowned for its fast, aggressive nature and the strong athletes
who play. The new logo celebrates these important facets so that
the CFL legacy will live far into the future.
is dynamic. Broadcast audiences, attendance and corporate involvement are
all showing positive momentum. Now is the time to ensure that our
longer-term strategy is in-sync with a rapidly changing marketplace”,
says Brent Scrimshaw, Senior Vice President, Marketing and Partnership,
Canadian Football League. "85% of fans told us that our brand
mark must evolve and grow with our League. We listened. This
new trademark represents our commitment to bringing sports fans an exciting,
meaningful and distinctly Canadian sports experience."
|In the final
round of development, four trademarks were quantitatively tested with 900
Canadian Sports fans. This design was a clear winner, based on overall
consumer appeal and measured strength against core CFL image attributes.
Sports fans can expect the new brand mark to start appearing on all CFL
materials in the coming weeks – this includes game materials, signage,
merchandising, and broadcast programming.
Ottawa Renegades owner and Chair of the CFL's Marketing Committee, adds,
new trademark captures the vitality and energy of this League. It
properly reflects how Canadians view the CFL. This is a celebratory
time for the CFL in Canada."
Football League operates in nine leading Canadian cities. Its teams
compete annually for the Grey Cup, North America’s oldest professional
League championship trophy. The 90th Grey Cup will be played in Edmonton
on November 24, 2002.
the third logo in the league's history. Following are the previous
1970 to November 20, 2002