The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900’s. Over a century of stories, themes, and iconography inspired the new brand. The result is at once classic yet contemporary, timeless yet fashion-forward. This approach is consistent thematically as well — showcasing imagery and stories of today’s Canadian Olympic heroes with legends from decades past.
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 is back at the heart of the team’s identity. Unaltered, pure, proud and iconic — like the country and team it represents.
In 1908, the first official Canadian Olympic Team traveled across the Atlantic to London, England and brought home 15 medals. Now, over a century later, the team will return to London in 2012, striving for their most successful finish ever as they represent one team, connected to every Olympian who has ever worn the maple leaf for Canada.
Art Director Ben Hulse who worked with Greg Durrell, Adam Bognar and Andrew Simpson are those who took the pledge to rebrand the Canadian Olympic Team for the Canadian Olympic Committee.
Mosaic Maple Leaf Graphic
Based on the geometry of the maple leaf, the concept was 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 the 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.
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