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

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”