By Canadian Press

New Edmonton Elks owner says classic ‘Double E’ logo to drive the team’s branding

Aug 15, 2024 | 10:26 AM

EDMONTON – The new owner of the Edmonton Elks wouldn’t say whether the CFL team is in line for a rebranding, but he said the classic “Double E” logo will be more prevalent in the future.

Alberta businessman Larry Thompson was introduced as the Elks first private owner at a press conference Tuesday.

Thompson referred to the club both as the Elks and by its old nickname of “Eskimos” at times throughout the media availability.

Edmonton’s CFL franchise changed its name to the Elks in 2021, following similar decisions by other pro teams amid pressure on franchises to eliminate racist or stereotypical names. That included a stylized elk becoming the team’s primary logo in place of the “Double E”

Asked whether the team would consider reverting the name change, Thompson said “that’s not a question for today” before saying the team will be focusing in the future “on Double E.”

Last seen Jan. 15

Missing: Courtney Cattleman, 17, of Maskwacis

3h ago

eyes up

Air Spray training around Red Deer Regional Airport

3h ago

Prevention, Access, Recovery, and Coordination

Safe Harbour officially hands over shelter keys, establishes accessible navigation hub

21h ago

CFL commissioner Randy Ambrosie, who was also at the conference, said he is “comfortable” with the old logo driving the team’s identity going forward.

This report by The Canadian Press was first published Aug. 15, 2024.

The Canadian Press