A modern, iconic crest merging the stories of five shoreline communities, backed by a full identity system and the "Defend the Shore" rally brand.
Context
A new chapter for a storied club: five historic boroughs coming together under one unifying banner. The existing identity carried tradition, but it needed a renewed look reflecting collective spirit, deep heritage, and 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
- An outdated crest with limited scalability for apparel and digital use.
- Disconnected symbolism that didn't fully represent the five boroughs.
- A design that had to resonate with long-standing members and new players alike.
Approach
- Heritage research – Studied the history, culture, and coats of arms of Baie d'Urfé, Senneville, Sainte-Anne-de-Bellevue, Kirkland, and Beaconsfield.
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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 → defense, strategy, and borough heritage.
- Three waves → the waterfront and local geography.
- Fleur-de-lys → Quebec's culture and resilience.
- Design refinement – Iterated for scalability, legibility, and balance across applications.
- Identity system – Built secondary marks, wordmarks, and alternate logos, including the "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 to jerseys, merchandise, digital media, and signage.
- The rallying cry "Defend the Shore" embraced by players and fans as part of the club's culture.
- Immediate adoption across all teams and age groups, with strong reception from players, parents, and the wider community.