OBJECTIVE:

Our client was looking to update and standardize their logo to create consistency in their branding and create a modern, cohesive and recognizable brand look.

STRATEGY:

The challenge in this project was that there were several versions of the logo in circulation depending on its past use and we needed to keep the integrity of some of the logo styles at the client’s request. We kept some existing logo elements, such as the font styling and the circular logomark, yet added in a hockey player graphic similar to what was used in another version, yet we converted it to a much more modern style. As usual in logo design, it’s a mix of creative work, a process of elimination, and collaboration with the client until the logo is complete.

RESULTS:

The result was a logo that would be recognizable to their existing clients but with noticeable upgrades. The logo could now be presented across all marketing channels and in apparel in the same form, which brought the desired consistency to the brand.