CFL debuts Indigenous visual identity
By Rob Bale
The Canadian Football League recently retained ChangeMakers to develop a new Indigenous visual identity for the league. The material was created by three Indigenous artists in collaboration with the agency. According to the league, the new identity is intended to recognize Indigenous fans and perspectives. The identity includes a new logo incorporating Indigenous artwork.
“As a league that brings together fans and communities across the country, we wanted this identity to be grounded in Indigenous perspectives and tell a meaningful story,” said Craig Garvie, senior vice-president of marketing and communications at the Canadian Football League. “Working with the Indigenous artists at ChangeMakers gave us the opportunity to create something that reflects those stories through the distinct perspectives and creativity of the artists themselves.”