The Montreal Impact unveiled its new logo, Saturday at Saputo Stadium, making another step towards its entry into Major League Soccer (MLS) in 2012.
“Today, we are writing a new page in our history,” said Montreal Impact team president Joey Saputo. “This logo is more than just a logo, it’s a symbol of our engagement towards every soccer fan in Quebec. This new logo is primarily our supporters’ logo. I truly believe that Montreal can become the biggest soccer market in North America.”
Pigeon*, who created the last version of the logo (2002 to 2011), also worked on the concept of the new club emblem with a basic premise: a new traditional look.
“The new Impact identity conveys the club’s evolution towards another major level of soccer,” explained Olivier Chevillot, creative director for Pigeon* branding + design. “The new logo is more sophisticated, modeled around renowned international clubs. We are proud of our participation in the development of this major league symbol.”
Eight elements form the new Montreal Impact logo:
Blue: The team’s predominant colour since its inaugural season in 1993. Refers to the colour of the provincial flag and represents Quebec. It also represents the Saint-Lawrence River, surrounding the island of Montreal.
Four stars: The four stars represent the four original settlers of Montreal as illustrated on the flag of the city: the French, the English, the Irish and the Scots.
Fleur de lys: The official emblem of Quebec found on the provincial flag and historically a symbol of the French monarchy. The fleur de lys was also used by explorer Jacques Cartier when he first sailed to America in 1534. It represents the unique francophone character of the province.
Black and blue stripes: The black and blue stripes refer to the club’s first years, especially the year the club won its first championship in 1994.
Scarf and upward slant in the team’s name: The scarf with the club’s name represents our supporters. The upward slant symbolizes the team’s steady growth and progression over the years, and its evolution in Major League Soccer. It is also a symbol of continuity, as it hints back to the Montreal Impact’s inaugural logo in 1993, as well as the 2002 version that had a predominantly upward slant.
Tous pour gagner: The team’s new motto which refers to the importance of unity for victory. Also reminds us that the club is the sum of relentless efforts from players, staff, partners and supporters who make this organization a great success.
The shield: The traditional shield shape of the logo is consistent with the shape of soccer logos around the world. It is also a derivative of the City of Montreal’s shield.
Silver: The silver used in the logo represents the silver background used in Montreal’s coat of arms.
Also of note, the new jersey, which will bear the new club logo as well as the Bank of Montreal (BMO) logo, the presenting partner of the Impact in MLS, will be unveiled next November.