Team Canada

Creating an instant classic


  • Branding,
  • strategy,
  • architecture,
  • research,
  • writing,
  • typography,
  • graphics,
  • photography,
  • brand guidelines,
  • video,
  • web

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.

Olympic Team

Emblem for Canadian Olympic Team

Pan Am Team

Pan Am Team Emblem

Hall of Fame

Hall of Fame Emblem


Programs for Canadian Olympic Team

Celebration Event

Fund Raising Event Emblem for Canadian Olympic Team

Fundraising Event

Fund Raising Event Emblem for Canadian Olympic Team

Stationery & Brand Guidelines

National Olympic Team Brand Recognition













Source: 2014 Global Brand Iconography IOC/Kantar

This work is an exercise of both great restraint and great vision. It would be easy to overlook the painstaking design decisions and attention to detail that is present here, as it feels like these graphic examples have existed for centuries.

— Brand New, on the Canadian Olympic Team Rebrand

Partner Activations

Adidas, BMW, Oakley, Canadian Tire & more

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.

Podium Uniforms by Hudson’s Bay Company
Premier National Partner Canadian Tire
Apparel by Adidas
Vehicle by BMW
Canada House by the Canadian Olympic Committee
Hockey Jerseys by Nike
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