New Identity, Rooted in Tradition

In 2021, CF   Montréal unveiled a new name and identity that strayed from the brand’s historic equities, prompting disapproval from fans, media, and Montrealers alike. Once a symbol of pride for Quebec, the club faced a disconnect with its supporters. Tasked with mending relationships and rebuilding bridges, CF Montréal turned to Pigeon, a trusted partner responsible for crafting two of the club’s previous, beloved identities. 

The approach began with listening. Through extensive dialogue with fans, stakeholders, and management, we uncovered the club’s core purpose, history, and unique position in Major League Soccer. This strategic reflection informed a communications campaign to rebuild trust, and a fresh identity rooted in CF Montréal’s heritage, mission and emotional resonance. 

In 2022, the new logo was unveiled, embodying the club’s legacy and future aspirations. A comprehensive campaign celebrated CF Montréal as a unifying force for soccer fans across Quebec and beyond, reigniting pride and connection. 

The new identity garnered a 91% approval rate, revitalizing fan relationships and contributing to CF Montréal’s best season to date. The club’s renewed mission now inspires dreams and emotions for fans province-wide and internationally.