NHL launches new Stanley Cup logo with bespoke typography inspired by history

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The National Hockey League has introduced a new logo for the Stanley Cup Playoffs and the Stanley Cup Final.

The new design ditches the more linear style design with clunky typography and replaces it with a sleeker rendering of the cup trophy itself and bespoke typography.

A shield-shaped emblem, which is a common motif in sports broadcasting design and branding, remains the container for the new interpretation of the Stanley Cup trophy that is more metallic and detailed.

Additionally, more of the trophy, which is known to be almost comical, is visible uninterrupted within the steel-gray-blue border that forms the shape of the shield, which NHL Creative Services and partner agency Fanbrandz Design call it “Le Banner”, in reference to the chevron championship banners hanging from arena ceilings.


The numbers on either side of the top of the trophy indicate the year in split format. “20” will be on the left side for the foreseeable future, while the right side will be updated every year with the last two digits of the year, in this case “22”.

Below the shield, the word “Stanley Cup” appears in the custom Victoria SC Serif font, which is inspired by the letterforms found in the engraving on the bowl and neck of the trophy.

Below, “Playoffs” or “Final” may be displayed in the geometric sans serif Windsor Sans, which has its typographic roots in the facade of the Window Hotel in Montreal, Quebec, where the NHL was founded in 1917.

Both typefaces contrast sharply with the typography that has become stereotypically associated with sports brands – often featuring slanted letterforms with exaggerated curves and dabs added to the tips of glyphs.

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In digital applications, the commercially available fonts Prometo and DIN Condensed Web are used, which share some visual similarities with Victoria SC.

Finally, the NHL shield logo is centered below the other elements between two rulers.

“This reimagining of the Stanley Cup brand is the culmination of years of creative work to celebrate our symbol of hockey excellence,” said Brian Jennings, Chief Brand Officer and Senior Executive Vice President, NHL , in a press release.

“This modern brand identity and logo system is introduced at this exciting time in NHL history when historic new teams led by a generational group of superstar players compete for the Stanley Cup, the toughest trophy ever. to win in all sports,” Jennings added.

The previous Stanley Cup Playoffs logo used a shield banner design that also evoked hockey sticks, but covered much of the simplified trophy artwork and used typography commonly found in branding. sport.

The new logo design is expected to begin appearing throughout the playoffs in a variety of applications, including outdoor and indoor arena signage, merchandise and digital and social platforms, as well as on television broadcasts and on the rink itself.

The new Stanley Cup logo can be changed to match the colors of individual teams as they qualify for the playoffs, with the NHL crest replaced by the corresponding member club logo. Some examples of the 32 possible options are shown here.

The NHL also created a microsite showcasing the new brand and brand history.

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