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The Montreal Alouettes have unveiled a new logo and uniforms the struggling franchise hopes can help give it a fresh start and “new identity.”

“Taking this step goes well beyond a rebranding exercise; we have defined the identity of the entire organization,” Alouettes president Patrick Boivin said in a news release. “We came to the conclusion that our DNA must reflect Montreal’s DNA even more.”

In a promotional video for the change, Boivin said he believes the new look “marks a new era for the Montreal Alouettes.”

The team says the new branding, which it is calling “MontreALS,” has been in the works since its 2017 training camp.

The agency behind the change, GRDN, said players, alumni, and fans all had a say in the new look.

The Alouettes finished 5-13 last season and missed the playoffs for the fourth straight year.

The team recently announced it’s closing 5,000 seats at Molson Stadium next season due to lack of fan interest.