Montreal Alouettes unveil their new identity: MontreALS


The Montreal Alouettes unveiled their new identity today, culminating with the presentation of the team's new logo and uniform during an event held at the Société des arts technologiques, where players, alumni, staff members, fans and Alouettes' partners, as well as public personalities gathered.

"Taking this step goes well beyond a rebranding exercise; we have defined the identity of the entire organization," said Alouettes President and CEO Patrick Boivin. "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."

This unveiling is the result of exhaustive work, which started during the Alouettes 2017 training camp, in collaboration with the brand design agency GRDN agency.

"During this process, we met with hundreds of people: players, alumni, employees, fans and partners," declared Sébastien Boulanger, Director of Creativity at GRDN. "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."

While MontreALS represents who the Alouettes are, the Toujours Game slogan, which came out during the 2018 season, represents the organization's state of mind. Just like Montreal, the Alouettes are a proud, passionate and resilient team that has guts. This motto was created by VICE, which Sébastien Boulanger called upon to illustrate with the proper words the concept which defines the Alouettes identity.

"When we were doing research to grasp the Alouettes identity, we identified a parallels between the organization and Montrealers," said Paul Labonté, Creation Manager at VICE. "Whether it's the players, the employees the fans, Montrealers from past and present generations or new residents, it takes resilience, passion and openness to live in Montreal. Toujours Game is that lifestyle, that attitude which consists of being ready to embark and face adversity, in the summer or the winter. It's in the Alouettes DNA and it only exists here."

Please consult the to access the following content:

  • Documentary video Rethinking the Alouettes;
  • Photographs of players wearing the new uniform;
  • Files of the new team logo;
  • Videos and photos of the new launch (will be added during the evening).


Founded in 1946, the Montreal Alouettes possess a rich history. The organization has had its name inscribed seven times on the Grey Cup (1949, 1970, 1974, 1977, 2002, 2009, 2010) a trophy awarded yearly to the champion of the Canadian Football League. They play their home games at Percival Molson Memorial Stadium, on beautiful Mount Royal.

VICE Canada is a leader in producing and distributing high-quality youth focused content, in both official languages, reaching millions of Canadians a month. VICE's original and often provocative content is available across multiple platforms including, ten award-winning digital verticals, mobile apps, print and a suite of record-breaking YouTube channels. VICE Canada is the recipient of numerous awards for its content including Canadian Screen Awards, The Webby's and Quebec's Gemeaux awards.
GRDN is a young brand design studio from Quebec City. The collective supports organizations in their transformation by placing the human at the heart of their design approach. Their unique process rethinks the customer relationship by offering solutions that have a real impact on their experience. Their work is already awarded in Canada and the United States.

Charles Rooke

Director, Communications, Montreal Alouettes

Sébastien Boulanger

Creative Director, GRND

Fériel Rahli

Communications, VICE

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