"The etchings add another level of photorealism to the look and feel of the illustration."Ĭonway said the Stanley Cup Playoffs this season is the perfect time to use the new logo with new broadcast partners ESPN and TNT set to cover the postseason. "We had a wealth of resources to pull inspiration from," Conway said. The finishing touch is the shape of a championship banner celebrating a symbol of excellence. Early logo designs of the illustrated Stanley Cup didn't include the etchings but were added at the suggestion of NHL Commissioner Gary Bettman.
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The Victoria SC Serif font was born from the original engravings found in the bowl of the Stanley Cup when it was first awarded and make it unique to championship trophies in pro and amateur sports. 26, 1917, nine years before the Stanley Cup became the championship trophy of the NHL. Windsor Sands font used in "Playoffs" and "Final" was inspired by the Windsor Hotel in Montreal, where the NHL was founded on Nov. The new identity introduces two newly-crafted fonts. The group said the timing was perfect for a change to a system in place for 13 seasons, one they called "evolutions, not revolutions," a chance to reinterpret what's rooted in tradition with a fresh perspective.Īnd though the logo system is for the next phase of the NHL, the designers drew from the rich history of the League and Cup itself. It was a labor of love dedicated to the greatest trophy in sports. The NHL Creative team collaborated with outside agency Fandbrandz, to spearhead the extensive redesign process.
Mueller, along with Paul Conway, group VP, NHL creative, and Louis Gentile, NHL senior digital designer, under the direction of NHL Chief Brand Officer Brian Jennings, spent more than two years coming up with the new logo system, navigating several twists, detours and obstacles brought on by the coronavirus pandemic. "We're ready for the next era," said Greg Mueller, NHL senior design director, creative services.
The NHL unveiled Monday a new logo and microsite for the Stanley Cup, one that embodies the Stanley Cup Playoffs and NHL championship.
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