A new look at the right time for the NHL Playoffs
Before and After of Stanley Cup Playoffs logo
Courtesy of NHL
The Stanley Cup playoffs are getting a makeover for the first time in 13 seasons. The NHL Creative team spent more than two years developing the new logo system, navigating several twists, detours and obstacles brought on by the coronavirus pandemic.
It was an extensive redesign process and collaboration with outside agency Fandbrandz who were brought it in to spearhead the effort.
The NHL Perspective
The process was no doubt a labor of love dedicated to arguably the greatest trophy in all of sport.
The group said the timing was perfect for a change to a system in place for 13 seasons, one they called “evolutions, not revolutions,” a chance to reinterpret what’s rooted in tradition with a fresh perspective.
And although the new look is meant to signal the future and a new phase of the NHL playoffs, the designers still drew heavily from the rich history of the League and Cup itself.
The new identity introduces two newly-crafted fonts: The Windsor Sands font used in “Playoffs” and “Final” is inspired by the Windsor Hotel in Montreal, where the NHL was founded. And the Victoria SC Serif font was inspired by the original engravings found in the bowl of the Stanley Cup when it was first awarded nine years later. Initial logo designs didn’t include the etchings but were later added at the suggestion of NHL Commissioner Gary Bettman.
The Daake Take
It’s nearly mandatory for recurring event brand identities to evolve over time. Beyond trends or fashion, evolving an event identity sparks interest, opens doors to new opportunities (technical and style alike), and propels the essence of the organization’s event forward.
Because this isn’t about a singular team or city, the mark needs to be inclusive, open and just generic enough to be locked up with the brands that are competing for the title.
This is an excellent progression of the mark. Side by side, this one looks like the most contemporary and poised for the future. Obviously, the showcase element is the trophy itself. Moving it to the foreground and the date to the background organizes it and moves everything to its rightful place. This mark should endure for another 5-8 years.
Yes, the need to change these is accelerating due to market expectations, particularly younger audiences with reduced tolerance for sameness. Well done.
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