Team Canada
Creating an Instant Classic

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 reoriented to focus on the team, rather than the committee, and our goal became to deliver a classic sports brand. At every turn, we worked to balance classic design with current themes and aesthetics.

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.

The Canadian Olympic Team brand was developed in collaboration with Adam Bognar and Andrew Simpson of The Still.
Videography Benjamin Taft. Additional videography by Cory Ransom. Audio post-production by Toby Hulse.

© 2010 – 2021 Hulse & Durrell Design Ltd.