The Montreal Impact announced their new branding on Thursday, shedding the Impact moniker it has had for the past 28 years across multiple leagues and replacing it with Club de Foot Montreal.
"It's hard to let go of things that you love, but here's the reality: To make an impact, we needed to retire the Impact," said Montreal owner Joe Saputo.
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"Droit devant" (Always forward) becomes the club's new motto.