The new identity system for the Canadian Olympic Committee, built around the geometry of our humble maple leaf, was unveiled on June 6th, 2011, accompanied by a launch video. The system encompasses brand strategy, brand architecture, marks, typography, colour, graphics, photography style, writing style, and brand.
Case Study

Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Brand Application

The new brand has been applied across a range of collateral and sponsor material shown on the world stage in London 2012.

Team Canada Mark
Team Canada Supplier Mark
Canadian Olympic Youth Team Mark
Canadian Olympic Hall of Fame Logo
Olympic Golf Tournament Logo
Canadian Olympic Committee Rebrand

The identity system we developed encompasses marks for the Canadian Olympic team, Committee, sponsors and supplier lockups, the Canadian Olympic Youth Team and the Olympic Hall of Fame.

Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Canadian Olympic Team brand guidelines
Brand Guide

A comprehensive 86 page brand manual for the Canadian Olympic Team was developed, including committee/team history, identities, typography, colour, photography/writing style, graphics, and marketing guidelines.

Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Canadian Olympic Team identity system.
Graphics

Inspired by the geometry of the maple leaf, an identity system was created that reflected Canadian national coherence. Coloured with tones from the Olympic rings and Canadian geography, the result is timeless and fresh.

Canadian Olympic Team stationery set.
Canadian Olympic Committee Stationery

A full stationery set was developed for the Canadian Olympic Committee based on the identity system.

Videographer, Editor
Benajmin Taft
Audio
Toby Hulse
Additional B-roll, Editing
Cory Ransom
Creative Director, Producer
Ben Hulse
Designer
Greg Durrell