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Canadian Premier League debuts branding

The Toronto-based Canadian Premier League has begun a branding initiative in advance of its launch in the spring of 2019. The professional soccer league has debuted a logo, visual identity and other brand materials including an online video. According to the league, the logo uses the image of the North Star to represent its function as a "guiding light for soccer in Canada." The 90-second video is intended to highlight the emotions of soccer players and fans. The branding was developed by J. Walter Thompson Canada.

"The CPL is a league for Canadians by Canadians and supporters have been integral every step of the way," said Ari Elkouby, creative director of the agency. "They've helped shape the league's identity through insight gathering discussions, feedback on early work and even appearing in the launch video, making them part of the movement we're creating."

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