Introducing CF Montreal

The Montreal Impact unveiled a major identity change on Thursday, announcing a new name and brand image transformation. The club's name is now Club de Foot Montréal (CF Montréal, CFM or CFMTL).

"In order to keep on growing and progressing, we are making an important change," said President and CEO of Club de Foot Montréal, Kevin Gilmore. "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."

Club de Foot Montréal

Club de Foot Montréal: Team unveils new name and brand identity -
Club de Foot Montréal: Team unveils new name and brand identity -

The new club logo is a circular crest composed of elements that tell the story of the brand and establish the essence of Club de Foot Montréal’s DNA, strongly inspired by the city.

The club's new colors are Impact Black, deeper and richer, Ice Gray, which represents the ice flowing in all Montrealers' veins, and Sacré Bleu, a darker and more pronounced shade than its predecessor.

The fonts used in Club de Foot Montréal’s identity were designed in Montreal. The brand's main typeface is Neue Montreal Bold.

“Droit devant” (Always Forward) becomes the club's new motto. On the pitch, “Droit devant” represents a common objective between players, staff and supporters: the rival’s goal. Off the field, “Droit devant” refers to a mentality of evolution, innovation and avant-garde. 

“Football is more established than ever in Montreal, and its history, which dates to the late 1800s, continues to evolve with this announcement," said the co-creative director of Club de Foot Montréal, Justin Kingsley. "We wanted to connect our identity even more strongly to that of our city. We were inspired by Montréal and its supporters to create this local Montreal brand image, made by Montrealers, to state that we are here to stay."

To find out more about Club de Foot Montréal’s history and branding elements, visit

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Club de Foot Montréal: Team unveils new name and brand identity -