The Canadian Olympic Team

The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900’s. Over a century of stories, themes, and iconography influenced this comprehensive rebrand which included brand strategy, brand architecture, marks, typography, colour, graphics, photography style, writing style, brand guidelines and launch video.

Director/producer: Ben Hulse
Videographer/editor/motion graphics: Benjamin Taft
Audio designer Toby Hulse
Additional b-roll and editing by Cory Ransom

The new brand was unveiled on June 6th, 2011. Over the coming months the new strategy and aesthetic will begin to appear on web, in print, and on merch.

Fast Company did a a nice writeup about it. Visit for more info.