The Canadian Olympic Team recently underwent a rebranding, led by Art Director Ben Hulse. According to the Team’s brand website, “The result is at once classic yet contemporary, timeless yet fashion-forward… The most renowned Canadian icon [the maple leaf] is back at the heart of the team’s identity. Unaltered, pure, proud and iconic — like the country and team it represents.”
As Hulse explained, “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.”
“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.”