Overview

A new chapter begins for this storied club, bringing together five historic boroughs under one unifying banner. Their existing visual identity — though it carried tradition — needed a renewed look that reflected collective spirit, deep heritage, and unwavering ambition. The mission: create a modern, iconic crest merging the boroughs’ individual stories while honoring the club’s legacy on and off the field.

Challenge

• Outdated crest with limited scalability for apparel and digital use.
• Disconnected symbolism that didn’t fully represent the five boroughs.
• Need for a design that resonates with both long-standing members and new players.

Process

1. Heritage Research – Studied the history, culture, and coat of arms for Baie d’Urfé, Senneville, Sainte-Anne-de-Bellevue, Kirkland, and Beaconsfield.
2. Symbol Development – Crafted elements representing unity, pride, and competitive spirit:
   • Pentagon Shield → Five sides for the five boroughs, echoing a soccer ball pattern.
   • Tower Castle → Symbolizing defense, strategy, and borough heritage.
   • Three Waves → Honoring the waterfront and local geography.
   • Fleur-de-Lys → Connecting to Quebec’s culture and resilience.
3. Design Refinement – Iterated for scalability, legibility, and balance across applications.
4. Identity System – Built secondary marks, wordmarks, and alternate logos, including “Defend the Shore” rally branding.

Outcome

• A bold, contemporary crest that unites the five boroughs in a single, memorable emblem.
• A complete identity system adaptable for jerseys, merchandise, digital media, and signage.
• Rallying cry “Defend the Shore” embraced by players and fans as part of the club’s culture.

Results

• Immediate adoption across all teams and age groups.
• Strong positive reception from players, parents, and the wider community.
• Enhanced club presence at matches, tournaments, and in social media coverage.