canadian sports hall of fame

For this new identity of Canada’s Sports Hall of Fame, the main inspiration came from representing the athletes that are recognized at the Hall of Fame. The Hall of Fame has a massive amount of Canadian sports history that would not be possible without Canada’s amazing athletes. Following those ideas, the runner was the perfect icon to represent an athlete without being specific to sport and gender. This is because the runner signifies movement and energy, which is evident in every sport that Canada exhibits. Also, every athlete, regardless of gender, can be represented by this runner since this movement and icon do not signify a specific gender. The runner is also constructed out of the letter ‘S’ for sports to really drive the point forward that the runner symbolizes sports. In order to carry the theme of movement to the finish line, runner streaks were implemented into the runner to show the flow of energy and speed that the runner carries.

The following showcases how fluid elements can be used in different applications for the brand. Whether it be promotional material, user interface or merchandise, graphic elements and imagery can be used cohesively to represent the core ideals behind the Hall of Fame. All corporate stationery was developed using fluid identities that were inspired by the racing streaks from the logo. By using these racing streaks, each piece of collateral is on brand and is unified through the movement and energy that is present in the logo. Furthermore, the fluid identity can be used to develop complex patterns that provide visual variation and contrast to each piece of collateral.

The project requirement was to develop a rebrand for any chosen Canadian cultural institution. Furthermore, along with a new identity, a brand guideline and corporate collateral were to be developed as well. For the chosen institution, the Canadian Sports Hall of Fame, the brand and direction of the project was to centre it more around the athletes that make up the Hall of Fame for what it is today.