The Montreal Alouettes released their new logo in February, at an event held at the Société des arts technologiques where fans, staff members and players were gathered. The new logo is more than just a face lift for the team, according to Alouettes President and CEO Patrick Boivin:
“Taking this step goes well beyond a rebranding exercise; we have defined the identity of the entire organization. This new identity can be summarized in one word: MontreALS. We came to the conclusion that our DNA must reflect Montreal’s DNA even more. We intend on better connecting with Montrealers in different areas that define our city such as music, gastronomy, fashion and culture, among other things.”
The Montreal Alouettes were established in 1946 and are one of the original teams of the CFL.
The team has folded twice over the years, once in 1981 and again in 1987, but has still managed to win six CFL championships.
The new logo portrays the M of Montreal, a bird and a plane which represents the Alouette squadron. The colors are red, white and blue and the logo also references Quebec’s fleur de lys and the Montreal city emblem. Support materials like pennants incorporate the team’s nickname – the “Als”. That detail is consistent with the team’s deep connection to its fans and desire to connect with their home area more fully in the future.
The Alouettes have the spirit of Montreal and celebrate their similarities. The Toujours Game slogan is a big part of their identity, citing pride, passion and resilience as their defining characteristics. Being ready to face adversity is core to both Montreal citizens and the Alouettes whether on the field or navigating the challenging environment in Montreal.
The Montreal Alouettes’ rebranding process started back in 2017 at the training camp when they also began working with GRDN Studio. It was a long and careful process according to Sébastien Boulanger, Director of Creativity at GRDN:
“During this process, we met with hundreds of people: players, alumni, employees, fans and partners. It was essential for us to respect the Alouettes rich tradition, while also making this new identity more current and in better alignment with Montreal.”
GRDN Studio was the guiding force in design for the Alouettes’ rebranding. They are a young design studio located in Quebec City. Focused on the human experience of design, they brought the similarities between Montreal and the Alouettes to the surface of the brand. Faced with the challenge of appealing to a new generation while not putting off existing fans for this 70-year-old team, GRDN sought to connect deeply with the Quebec spirit of resilience.