News - 04/04/2003

Canadian Football League

CFL Unveils New Divisional Logos

Toronto, Ontario - The Canadian Football League today launched new logos for its East and West Divisions. Building on the design of the CFL trademark introduced at the 2002 Grey Cup, the division logos support the regional rivalries that dominate the landscape in CFL football. Whether Montreal versus Edmonton, Ottawa battling Saskatchewan or Toronto tackling BC, the competing teams will now carry the flag of their Division in their quest for national supremacy.

In making the announcement, CFL Commissioner Tom Wright remarked, "This League mirrors Canada in every way. While we all celebrate Canada and what it means to be Canadian, regional pride is and always has been a hallmark of what this nation is all about. Our championship, the Grey Cup is East versus West. With the launch of these new marks, the competition will be reinforced all season long".

The new logos, created by Tony Enns, Senior Creative Director at FutureBrand Canada, were built on the same insights that contributed to the development of the new CFL trademark. As part of the 2002 national brand strategy work, sports fans across Canada were asked to identify qualities essential for any new CFL trademark. They said:

A new trademark must define the game as Canada's.
It must be a symbol of pride for something that is all ours.
A new trademark must underscore the momentum the League has.
It must represent football clearly and powerfully.
It must be alive. It must be loud and proud.

Canadian Football League The new Division logos will be introduced to fans in CFL stadiums across the country with the start of the 2003 season. East Division teams include the Grey Cup Champion Montreal Alouettes, the Ottawa Renegades, the Toronto Argonauts and the Hamilton Tiger Cats. Carrying the banner for the West will be the BC Lions, Edmonton Eskimos, Calgary Stampeders, Saskatchewan Roughriders and the Winnipeg Blue Bombers.

The Canadian Football League operates in nine leading Canadian cities. Its teams compete annually for the Grey Cup, Canada's oldest professional League championship trophy. The 91st Grey Cup will be played in Regina on November 16, 2003.