MONTREAL Those who tattooed the Montreal Impact logo on their bodies will now have to consider whether they want to add the team s new brand for consistency, as the team announced it will now be going by Club de Foot Montreal (CF MTL) for the upcoming season. The Major League Soccer team announced its new brand Thursday after months of rumours that it was rebranding. “Football is more established than ever in Montreal, and its history, which dates to the late 1800s, continues to evolve with this announcement. We wanted to connect our identity even more strongly to that of our city. We were inspired by Montréal and its supporters to create this local Montreal brand image, made by Montrealers, to state that we are here to stay”, said club co-creative Justin Kingsley.