The logos and colors worn by players spark feelings of pride and team loyalty. When a franchise determines that it’s time to refresh its identity, special care must be taken to preserve the brand DNA that is at the heart and soul of the team.

Examples: Toronto Blue Jays, Houston Astros, Edmonton Oilers uniforms, and Tampa Bay Rays.

We love celebrating milestones almost as much as the teams themselves, which is why we’re always thrilled to help craft the identities to commemorate these historic moments in sports.

Examples: Boston Bruins 100th, Washington Capitals 50th, National Hockey League 100th, Toronto Blue Jays 40th.

Logos are just one component of a visual identity. Creating brand immersion requires versatility and adaptability. Collections of support art provide a “toolbox” of assets - including secondary logos, patterns, and textures - that ensure continuity, whether on a digital header or covering the face of a building.

Examples: MLB All-Star Games, NHL Winter Classic, and NHL Stadium Series.

A custom typeface is one of the most versatile and valuable brand messaging tools in a brand owner’s toolbox. It allows for less formal communication in print, broadcast, sponsorship, and merchandising.

Examples: Toronto Blue Jays, Anaheim Ducks, Los Angeles Angels All-Star Game, New York Mets, Nashville Predators All-Star, and Boston Red Sox.

Organizations and manufacturers with sports DNA in their blood appreciate a design aesthetic that’s born from a creative agency with a sports branding pedigree.

Examples: RINK Training Centre, Sports ETA, ACES, and SwingXP.

We build small market team identities around the same basic brand architecture we use for major league franchises. While the volume and scope of branded communications are less intense, a basic foundation of branding tools are needed to communicate with all stakeholders and grow the brand.

Examples: Winnipeg Ice, Saint John Flames, Hamilton Bulldogs, and National Family Tennis.

High-profile personalities from the sports and entertainment industries have learned to elevate their personal brands using the same sophisticated branding packages as teams and leagues.