Canadian Lacrosse League Unveils Rebrand and New Logo
Through the first eight years of operation the Canadian Lacrosse League (CLL) used placeholder logos for both the CLL brand and Canada brand while competing in International Indoor Junior Lacrosse (IIJL) events. Neither had vast brand extension outside simplistic and dated logos.
The updated brand comes in preparation for the 2023 IIJL World Junior Lacrosse Championship taking place at SaskTel Centre in Saskatoon, SK where the CLL will wear the new logo for the first time along with tweaks to their fan favourite uniforms.
"We've overcome a lot of obstacles in the last six months," said Chris Fox, President and CEO of the Canadian Lacrosse League. "The announcement of our new logo and rebrand comes as we celebrate our perseverance and look forward to the next bold new chapter of our organization."
The CLL logo is comprised of several elements that combine to create a mark with deep significant meaning and strength. Specific elements of the design include:
- THE CLL STICK - is the physical connection every player shares with the Creator.
- THE CLL MAPLE LEAF - is a symbol of Canada recognized globally.
- THE CLL FEATHER - is a tribute to the Indigenous roots of the game, here and not forgotten, present in every variation of the logo.
The veins of the Maple Leaf shape the mesh and strings of the lacrosse stick.
"Our new brand reinforces our commitment to bring bold new concepts to lacrosse in Canada," continued Fox. "The strength of our organization is now reflected in a powerful unified mark that sets us apart from other sports brand in Canada."
For more information about the Canadian Lacrosse League's new brand and logo, including specific variations on team colours and narrative, please visit canadianlacrosseleague.com/brand. To stay connected with the CLL and the latest scores from the 2023 IIJL World Junior Lacrosse Championship, go to Twitter.com/CLL.
ABOUT CANADIAN LACROSSE LEAGUE
The Canadian Lacrosse League™ (CLL™) was established in 2016 as a Founding Member Nation of International Indoor Junior Lacrosse (IIJL), representing Canada annually at IIJL championships; including the IIJL World Junior Lacrosse Championship (WJLC). The CLL became a conduit for developing operating and marketing strategies that has fostered into the creation of major junior lacrosse in Canada. For more information about CLL, visit canadianlacrosseleague.com and connect with the CLL on Twitter, Instagram, and Facebook.