CFL Unveils New Logo
Canadian Football League Unveils New Trademark Celebrating the Canadian Game
November 20, 2002
Edmonton, 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.
Exciting changes 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.
"The League 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.
Randy Gillies, Ottawa Renegades owner and Chair of the CFL's Marketing Committee, adds, "The 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."
The Canadian 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.
This marks the third logo in the league's history.  Following are the previous logos:
CFL logo, 1958-69
CFL logo, 1970 to November 20, 2002