The Canadian Olympic Team Brand

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.

Over the coming months the COC and its partners will begin implementing the new brand on web, in print, and on merchandise.

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.

The Canadian Olympic Team History

The Canadian Olympic Team represents the highest level of sport in the country, inspiring national pride for more than a century. At every Olympic Games, our athletes make history that connects the present with the past. When Canadian sprinter Donovan Bailey won two gold medals at the Atlanta 1996 Olympic Games, his victory forever tied him to track and field legend Percy Williams, who won double gold for Canada at Amsterdam in 1928. It's a pattern repeated across decades.

In 1908, the Canadian team traveled across the Atlantic to London, England and brought home 15 medals. Canada's "Matchless Six" outperformed all other female track and field athletes at the Amsterdam 1928 Olympic Games. It was the first time women were allowed to participate in these events.

Subsequent Games saw political, economic, and social changes, but our athletes continued to thrive. Some have become household names, like figure skater Barbara Ann Scott, swimmers Alex Baumann and Victor Davis, the "Crazy Canucks" downhill ski team, rower Silken Laumann, and most recently, freestyle skier Alex Bilodeau and hockey forward Sidney Crosby. There are simply too many stars in our Olympic history to count. But there are also quiet heroes, who push their limits away from cameras and headlines. All these athletes have extraordinary determination. Most of all, they make us proud to wear and wave the Canadian maple leaf.

Ben Hulse Design

Ben Hulse is an art director, multi-disciplinary designer, photographer and musician currently based in Vancouver, Canada. He was Design Manager for the Vancouver 2010 Olympic and Paralympic Winter Games brand and creative team, which was responsible for some of the most iconic elements of the Games. Aside from design, Hulse has been in the music industry for over a decade as a touring and recording artist, photographer and artist manager. For more information, visit http://benhulse.com.

For the Canadian Olympic Committee rebrand project, Ben worked alongside designers Greg Durrell, Adam Bognar and Andrew Simpson.