New Canadian Football League commissioner Jeffrey Orridge is making his mark by introducing a new logo and slogan for the league.
"We're in a year of transition," he said, making his first state-of-the-league address during Grey Cup week in Winnipeg on Friday.
The CFL has unveiled a new logo with a new slogan and new fonts. (CFL.ca)
Orridge said the new look and slogan — "What we're made of" — takes advantage of momentum in the league with new stars and a handful of new stadiums.
At the same time, the league is also struggling in some ways, and it would be foolish to ignore that, he said.
Despite sellouts in some cities, attendance across the league has been flat in the past several years and television ratings have fallen 15 per cent, Orridge said.
It is hoped the transformation of the CFL brand will inject new buzz, attract new fans and propel things forward, he said, also reiterating the announcement in September that the league has a new apparel partner in Adidas.
That will bring new gear to the stores and fans and "elevate our brand," Orridge said.
There is a strong foundation in the league, but it is a time of change — sometimes with the wind at the CFL's back but sometimes with headwinds that shake things up. "Turbulence is something you go through when you're trying to gain altitude," he said.
The CFL is also launching new team and league websites and mobile apps to connect with fans.
"And there will be more to come. Much more to come," Orridge said.
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