An In-Depth Look at Branding The Canadian Olympic Team
December 14, 2011
According to Ben Hulse, the Vancouver-based designer behind the new Canadian Olympic Team logo, the last 100 years’ worth of stories, themes, and iconography are what inspired him, and designers Greg Durrell, Adam Bognar and Andrew Simpson. The result of their labour is honourably classic and still maintains a contemporary and timeless solution. One must also admire how this approach is carried out thematically in their work to boot as they showcase imagery and stories of today’s Canadian Olympic heroes with legends from our storied history at the Olympic Games.
The maple leaf unified Canadian athletes nearly 60 years before it became the single icon on the National Flag of Canada. The most renowned Canadian icon has returned to the heart of the team’s identity now unaltered, pure and proud — like the country and team it represents.
Over the coming months the COC (Canadian Olympic Committee) and its partners will begin implementing the new brand on the web, in print, and on merchandise so we expect to see more of this artwork popping very soon.
Mosaic Maple Leaf Graphic
According to Ben Hulse, the new concept was based on the geometry of the maple leaf and inspired by Canadian artwork, iconography, the tradition of quilting, and Canadian athletes’ remarkable performance and pride.
The tones are based on the five colours of the Olympic Rings, which represent the flags of our world. The extended palette infuses colours from Canadian landscapes. The whole, vibrant and dynamic, represents Canada’s cultural mosaic and the energy of the Canadian Olympic Team.
For more information, visit: http://brand.olympic.ca/