Speed Skating Canada gets a new look ~ Passion/Patin/Vitesse - Passion/Speed/Skating


7 novembre 2019

Speed Skating Canada gets a new look

Skater's Photo by Maria Dalton / Logo Speed Skating Canada

In a press release sent tuesday, Speed Skating Canada's communication department unveiled its new logo and its development plan of the brand for the next few months.

"OTTAWA, ON – Speed Skating Canada unveiled today (November 5, 2019) a reinvigorated new brand – a simple, bold and iconically Canadian visual identity accompanied by the aspirational tagline ‘Faster Forward’.

Inspired by the shape of a speed skating oval, the new Speed Skating Canada logo represents both the long track and short track disciplines. With a Canadian maple leaf at its heart, it is a true reflection of the rallying spirit and pride of the country’s most successful Olympic sport.

The rebranding project stems from Speed Skating Canada’s 2018-2023 Strategic Plan which aims to build speed skating’s profile by sharing the thrill of racing on ice with all Canadians. It is the first step in a multi-year effort to re-energize the sport community, increase participation and attract new fans.

The development of Speed Skating Canada’s new visual identity was led by world-class design agency Will Creative Inc. and was created with an unmatched collaborative spirit. Over 2,750 members of the sport community – including athletes, coaches, officials, volunteers and more – participated in a brand survey and interviews as part of the research and development process.

The new Speed Skating Canada logo will begin to roll out today across various touchpoints, including social media, National Team uniforms, domestic and international competitions and a merchandising program. The full implementation is expected to take approximately one year, culminating with the launch of a new website in summer 2020."

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