NHL unveils new Stanley Cup brand identity, logo

NEW YORK/TORONTO --The National Hockey League today unveiled the new brand identity and logo for the Stanley Cup® Playoffs and Stanley Cup® Final. The new creative will be featured prominently throughout the postseason, including in-arena, on-ice, in game broadcasts, on a variety of official NHL merchandise, at retail, and in digital and social media content. In addition, NHL partners will feature the new marks in activations.

Following an extensive re-design process spearheaded by NHL Creative Services, in collaboration with Fanbrandz Design, the new brand identity and logo system features a detailed illustration of the Stanley Cup and its engravings, all anchored in the shape of a championship rafter banner. The microsite
NHL.com/StanleyCupBranding
offers full details on the new brand identity and logo, including design inspirations and a special video feature.
"This reimagining of the Stanley Cup brand is a culmination of several years of creative work intended to celebrate our symbol of hockey excellence," said NHL Chief Brand Officer and Senior Executive Vice President Brian Jennings. "This modern brand identity and logo system is being introduced at this exciting time in the NHL's history where new and historic teams led by a generational group of superstar players compete for the Stanley Cup, the hardest trophy to win in all of sports. All players dream of having their name engraved in immortality and it is every NHL team's mission to raise a championship banner, and we wanted to visually capture and evoke the majesty of Lord Stanley in a manner that both respects the history and represents of the future of this great game."