For the first time since 2013, the National Hockey League has updated the branding for the Stanley Cup as well as introducing new logos for the playoffs and Stanley Cup Final.
"This reimagining of the Stanley Cup brand is a culmination of several years of creative work intended to celebrate our symbol of hockey excellence," said NHL Chief Brand Officer and Senior Executive Vice President Brian Jennings. "This modern brand identity and logo system is being introduced at this exciting time in the NHL's history where new and historic teams led by a generational group of superstar players compete for the Stanley Cup, the hardest trophy to win in all of sports. All players dream of having their name engraved in immortality and it is every NHL team's mission to raise a championship banner, and we wanted to visually capture and evoke the majesty of Lord Stanley in a manner that both respects the history and represents of the future of this great game."
Here's what each element of the new logo and branding mean according to the NHL.
Stanley Cup: The rendering of Lord Stanley's Cup naturally serves as the focal point of the identity system, a celebration of hockey's most enduring and cherished trophy.
The Banner: Rafters banners are a symbol of team and individual excellence. The raising of a Stanley Cup Championship banner represents the pinnacle of NHL team achievement.
Letterforms: Two bespoke typefaces have been created, a nod to both the beauty and history of this iconic trophy as well as the birthplace of the NHL.
Victoria SC Serif: Inspired by the hand-engraved letterforms that decorate the bowl and collar of the Stanley Cup.
Windsor Sans: Inspired by the façade of the Windsor Hotel in Montreal, Que., where the NHL was founded on Nov. 26, 1917.
The Shield: The NHL shield serves as the unifying symbol of the League's 32 Member Clubs.
Source: NHL Public Relations.
