The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900s. Over a century of stories, themes, and iconography influenced this comprehensive rebrand.
The brand strategy was repositioned to focus on the team, rather than the committee, and our goal was to deliver a classic sports brand with fresh appeal. At every turn, we worked to balance classic design with current themes and aesthetics.
The launch video received over 100,000 organic views in just three weeks, and the rebrand was featured by some of the world's largest design and business publications, including Fast Company, Brand New and Canadian Business.
Team Canada is now the most recognized Olympic team brand in the world. This momentum continues to grow through sponsors, merchandise, social media, medals, and more.
Pan Am Team
Hall of Fame
Source: 2014 Global Brand Iconography IOC/Kantar
— Brand New, on the Canadian Olympic Team Rebrand
The new brand captures the qualities that other organizations aspire to embody — a classic sports brand that reflects Canadian heritage, embodies Olympic values, and feels more relevant and authentic than ever before.
The brand has helped to attract new partnerships and re-energize existing ones. Among many, new Team Canada partners include Adidas, BMW, Oakley, and Canadian Tire.