Amid Rebrand Rumblings, New Owner of CFL’s Elks Says Double E Logo Will Drive Identity

Even though speculation about a rebrand ran rampant in the days leading up to his introduction as the new owner of the Canadian Football League’s Edmonton Elks, Larry Thompson didn’t have a lot to say about the issue.

The former owner of Thompson Brothers Construction in Edmonton and lifelong fan of the team was introduced at a press conference on Thursday, August 15, as the first-ever private owner of the Elks. But while there were rumblings that Thompson would push to return the team to its former name or a variant thereof, he wouldn’t commit to anything when asked by local reporters.

“That’s not a question for today,” the new owner said, according to the Canadian Press. But Thompson did say that the team’s classic Double E logo would be a big part of the team’s branding efforts going forward.

Larry Thompson and his wife Deb pose for a photo in the stands at Commonwealth Stadium in Edmonton. Larry was introduced on Thursday, August 15, as the new owner of the CFL’s Edmonton Elks — the first private owner in the team’s history. (Courtesy **Edmonton Elks**)

According to CTV News Edmonton, CFL Commissioner Randy Ambrosie added that he had discussed the team’s brand with Thompson and that the Double E logo is crucial to the team. The Canadian Press reported that Ambrosie said he’s “comfortable” with the Double E logo driving the team’s identity into the future.

The team first announced it would change its name in July 2020. In June 2021, they officially changed their name to the Elks and unveiled a new logo. They wore yellow helmets with green antlers on the sides for one season, but then switched back to the Double E logo on their helmets.

The Edmonton CFL franchise dates back to 1895, when the team first began playing in the Alberta Rugby Football Union. The team was actually named the Elks for one season in 1922, during which they represented the Western Canadian Rugby Football Union in the 10th Grey Cup, losing 13-1 to the Queen’s University Golden Gaels. That team folded before the 1925 season, but was revived in 1949.

The Elks released a 75th anniversary logo in March, and unveiled a new alternate jersey in June.

UPDATE (August 16, 2024): In an interview with TSN’s Ryan Rishaug, new Elks owner Larry Thompson says: “The Double E is not a change from anything. The team is still going to be the Elks. We’re going to focus on the Double E more in the future.”

“So Elks likely will remain, but the Double E more likely is the focus of the branding and such?” Rishaug asks. Thompson replies, “Correct, yeah.”

The conversation about the Elks’ branding begins at about 1:00 in the video linked above.