CFL commissioner unveils new logo and slogan during State of the League

WINNIPEG — The Canadian Football League unveiled and new logo and slogan at the State of the League address Friday morning.

Jeffrey Orridge, commissioner of the CFL, made the announcement at the Fairmont hotel in downtown Winnipeg.

Orridge said the new design and slogan –“What we’re made of” — is contemporary and a way to help reach out new a new generation of football fans.

“Our fans are tremendous. You can see that more at the Grey Cup than anywhere else, ” Orridge said. “But we need to attract a new generation too… the millennials are very important to us.”

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The new commissioner talked about the challenge of drawing news fans. Orridge said attendance across the league has been flat and television ratings have fallen 15 per cent.

WATCH: CFL Commissioner’s State of the League

READ MORE: Jeffrey Orridge named new CFL commissioner

He said, the re-branding initiative and a new CFL — which should launch in the upcoming week —  is a way to help attract new viewers.

The 103rd Grey Cup kicks off Sunday at 5 p.m. at Investor’s Group Field.