The University of Notre Dame, proud home of the Fighting Irish football and Touchdown Jesus, plays host to the NHL’s New Years celebrations with the 2019 Winter Classic outdoor game.

With a team name like the Fighting Irish, you can’t escape the host venue’s “luck of the Irish” heritage. Naturally, a clover holding shape was the obvious solution to contain the primary mark, along with customized “Celtic” winter lettering and football field-inspired tartan patterns.

In expanding the theme art program, we looked at vintage Notre Dame pennants, tickets, and program covers as inspiration.

Client-side Creative Direction : Paul Conway, NHL VP Creative  +++  Environmental Graphics : Infinite Scale
On-site Photography : Getty Images