ARCHIVE: NHL WINTER CLASSIC
2017 | Blackhawks vs. Blues
The 2017 NHL Winter Classic logo features the Gateway Arch loud and proud as its centerpiece, celebrating the city of St. Louis and its iconic landmark. The logo also references vintage neon signage from blues clubs in the St. Louis area that gave the team its name, including the famous Fabulous Fox Theater. The brick red color and chiseled typography are references to Busch Stadium’s facade, the event’s host venue. For the theme art program, we tapped into the aesthetic from souvenir hockey programs circa 1967, the year the St. Louis Blues came into existence. This turned into a system of graphic panels, textures, and typography used throughout the stadium.
Final Score: St. Louis Blues 4 | Chicago Blackhawks 1
Attendance: 46,556
2016 | Canadiens vs. Bruins
For 2016’s Winter Classic at the home of the New England Patriots and the New England Revolution, we wanted to capture the essence and heritage of the area to create a program that was uniquely Bostonian. Naturally, our research started with a look at historic New England tavern signage, and expanded to the area’s Historical Markers, the weathered wood of barns and outbuildings, and other local period architecture. The logo takes on the signature style of a hanging pub sign with custom Winter lettering, and features the bridge at the front of Gillette Stadium as an homage to the host venue. The final theme art program expanded into a system of wooden panels and planks used in conjunction with “painted” team logos and typography, alongside player illustrations kitted out in retro gear and uniforms.
Final Score: Montreal Canadiens 5 | Boston Bruins 1
Attendance: 67,246
2015 | Blackhawks vs. Capitals
Hosted in our nation's capital and celebrating hockey's roots, we had a unique opportunity to tap into the iconic branding techniques of past Presidential elections to build this Winter Classic event program. We looked at iconic monuments and architecture all around DC and eventually found a great link to both the capital and a time period that coincided with early days of the National Hockey League. The classic print-based campaign branding using stars and bars went back as far as 1908. Herbert Hoover's 1928 campaign firmly established a look that lasted decades, and would be expanded in FDR’s and Kennedy’s campaigns. This style became the core of the 2015 Winter Classic program, influencing the primary mark, team crests, and the halftone pattern photography.
Final Score: Washington Capitals 3 | Chicago Blackhawks 2
Attendance: 42,832
2012 | Rangers vs. Flyers
The Liberty Bell takes front and center in this program celebrating throwback sweaters and open air rinks while celebrating the New Year in 2012’s Winter Classic.
Final Score: New York Rangers 3 | Philadelphia Flyers 2
Attendance: 46,967
2011 | Capitals vs. Penguins
Our journey through Pittsburgh to Heinz Field revealed much of the history behind the great "Steel City" and led us to the Fort Pitt Bridge, which crowns the primary mark. Other elements of steel and the city's industrious heritage were used to frame the logo and create theme art. After being decorated with ice and frost, the program was ready to go!
Final Score: Washington Capitals 3 | Pittsburgh Penguins 1
Attendance: 68,111
2010 | Flyers vs. Bruins
This Winter Classic program was used to turn a baseball stadium into a hockey rink for one special day. Inspiration for the primary mark comes directly from the architecture of Fenway Park, featuring the red brick exterior and distinct green paneling, the same green seen on the "Green Monster" where much of our art was displayed. The use of nostalgic team logos and throwback sweaters also sets the mood for the entire event.
Final Score: Boston Bruins 2 | Philadelphia Flyers 1
Attendance: 38,112
2009 | Red Wings vs. Blackhawks
Wrigley Field played host to the 2009 NHL Winter Classic in Chicago, our first collaboration with the National Hockey League on this spectacular event. This event mark was heavily inspired by the Wrigley Field signature signage adorning the front of the stadium. This also inspired the die-cut ticket design featuring the unique shape. The custom "Winter" script would become a traditional for all following Winter Classic branding, and a staple in this retro event.
Final Score: Detroit Red Wings 6 | Chicago Blackhawks 4
Attendance: 40,818
