When a brand becomes an identity
Author: Nicholas Jackson, Creative Director
“Montreal’s Major League Soccer team unveiled its new name, badge and color scheme as Club de Foot Montreal, becoming the latest in a series of clubs undertaking a rebrand from its former identity as the Montreal Impact.” – Forbes
The successful rebrand of Club de Foot Montreal speaks to how the branding of sports team are not secular but rather a second identity for cities and the people that live in and around them. It becomes much more of than just an identity for a sports team but rather the identity of its people – an identity that stands with them during celebration, good times, low times – something that sticks with you as a marker of your life living in a place and growing as a human – its a mark of your surroundings and personal identity and as it grows with the team, it will grow with the city and grow with the people. A good identity is much more than the sum of its parts.
A good identity needs to connect with people – to show a true understanding as to why these people do what they do. In the sports world a great identity really connects with people and why they chose a region not the region its self. A region is just land, which has no emotion its self – its the people that chose to live in these regions, to route for these teams, to show up time and time again that give it emotion – so the identity needs to echo the understanding of why these people have connected over a region and over a team.