Canadian Premier League unveils logo and manifesto

By Matthew Gourlie

Supporters across the country got up early or stayed up late watching a clock tick down with anticipation of a child on Christmas morning.

When the clock struck zero, the Canadian Premier League unveiled its logo, a manifesto and a promotional video.

The Canadian soccer supporters who have been waiting for a nationwide league to call their own now have something tangible to grab onto.

While the league has not established a definitive kick-off date, it could well be a year to the day that the league debuts in the spring of 2019,

“We’re on a journey out of the shadows and back into the hearts of a nation,” states a voice-over in the black-and-white promotional video. “That noise you here is us moving in. We’re bringing the best homegrown talent with us — players that bleed the same red as you, sworn to defend your home turf, playing for loyalty and respect.

“Bonds will be forged, colours flown. History will be written, rivalries born. The stage is ours. The journey has begun. We are many. We are one.”

The video features men’s national team manager John Herdman, to long-time Canadian international Nik Ledgerwood, former FC Edmonton defender Allan Zebie and Voyageurs supporters group head Jamie MacLeod amongst others.

The logo features the north star — a “beacon for Canadian soccer talent” — and a maple leaf. The logo is “ocean blue”, “pitch green” and “night sky blue” for a league that will span the expanse of the country. The hues are also meant to harken to the northern lights.

An “honoured” all-red version of the logo will be worn when CPL teams enter into the CONCACAF Champions League or advance to the Voyageurs Cup semifinals or final.

The CPL worked with marketing agency J. Walter Thompson Canada on all elements of the brand. The league also said that supporter groups across the country “played a meaningful and active role through every step of the creative process.”

Friday’s logo and video launch is the first in what is expected to be a succession of league announcements in the coming days and weeks.

“The passion and authentic voice from JWT’s creative team has been instrumental in bringing the first chapter of the CPL story to life,” said Roy Nasrallah, vice president of marketing for the CPL, in a release. “Our next steps will be dedicated to growing the momentum from coast to coast. This will include major club announcements, attracting new supporters, recruiting players, and spreading awareness of the league. It’s an incredibly exciting time to be a soccer supporter in Canada.”

The league also added a countdown clock to the first club announcement will looks set to coincide with the planned York9 FC launch on May 10 in Vaughan.