The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900’s. Over a century of stories, themes, and iconography influenced this comprehensive rebrand which included brand strategy, brand architecture, marks, typography, colour, graphics, photography style, writing style, brand guidelines and launch video.

The brand strategy was repositioned to focus on the team rather than the committee, and our goal was to deliver a classic sports brand with fresh appeal. In everything we did, we attempted to balance classic versus current aesthetics and themes. In communications, we looked to balance imagery and stories of today’s Olympic heroes with legends from decades past.

From creative brief to research, sketches to final art, writing to production, strategy to guidelines, our small design team delivered on every aspect — Ben Hulse, Greg Durrell, Adam Bognar, and Andrew Simpson. The rebrand video was developed in collaboration with director/producer Ben Hulse, videographer/editor Benjamin Taft, audio designer Toby Hulse, with additional b-roll and editing by Cory Ransom.

The new brand was unveiled on June 6th, 2011. Fast Co Design did a nice article and kindly included it in their „Top 11 Branding Projects of 2011“. Brand Newalso did an article, and in March 2012 announced the rebrand received a „Brand New Award“ in the Comprehensive Identity Program and Guidelines categories.