The Stanley Cup rebrand is a visual identity system comprised of almost 2,500 unique pieces of art (we counted!), with a rendering of Lord Stanley’s Cup serving as a focal point. The program is supported by two bespoke typefaces inspired by the engravings on the Cup itself as well as the NHL’s storied history.

Unveiling the Rebranded Stanley Cup Logo

“[Greg] Mueller, along with Paul Conway, group VP, NHL creative, and Louis Gentile, NHL senior digital designer, under the direction of NHL Chief Brand Officer Brian Jennings, spent more than two years coming up with the new logo system, navigating several twists, detours and obstacles brought on by the coronavirus pandemic. The NHL Creative team collaborated with outside agency Fandbrandz, to spearhead the extensive redesign process.”

“It was a labor of love dedicated to the greatest trophy in sports.”

— from the NHL Press Release

2022 Stanley Cup rebrand patch on the shoulder of a hockey jersey.
Two logo designs from the visual identity system: 2022 Stanley Cup Playoffs and Final.
The Stanley Cup rebrand logo alone, within a framing device of a shield.
Logo lockup designs for both the 2022 Stanley Cup Playoffs and Final.
The visual identity system utilizing the Stanley Cup rebrand logo combined with various NHL team logos.
The visual identity system with network logos, as well as logos for teams.
Stanley Cup rebrand logos for four applications: Four Color, Spot Color, One Color, Embroidery.

A Visual Identity System Built on Four Core Elements

The Stanley Cup:
The rebranded 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:
Rafter banners are the symbol of a team’s excellence. The raising of a Stanley Cup Championship banner represents the pinnacle of achievement in the NHL.

Custom Typefaces:
Two bespoke typefaces have been created to support the visual identity system:
Victoria SC Serif — Inspired by the hand-engraved letterforms that decorate the bowl and collar of the Stanley Cup.
Windsor Sans — Inspired by the facade typography of the Windsor Hotel in Montreal, where the NHL was founded on November 26, 1917.

The NHL Shield:
The Shield serves as the unifying symbol of the league’s 32 teams.

The Stanley Cup rebrand logo projected on a hockey rink.
Hockey pucks with team logos and the 2022 Stanley Cup rebrand logo.
Two players at a press conference, elements of the visual identity system on the backdrop behind them.
Giant hockey puck emblazoned with graphic elements of the visual identity system.
The back of a hockey player's helmet, with a Stanley Cup rebrand logo beside his number, 17.
A wall emblazoned with the logo, wordmark, and other graphic elements of the visual identity system.
An announcer speaking into a microphone with elements of the visual identity system behind him.
The facade of a building with "Stanley Cup Playoffs" in huge lettering.
French language version of the Stanley Cup visual identity system.
The Stanley Cup rebrand Final logo lockup combined various hockey team logos.
Custom typeface for the visual identity system.
Several phrases using the custom typeface in all capital letters.
A to Z and 0 to 9 in the custom typeface.
The original Stanley Cup, with all its various engravings.
The Stanley Cup again in a different light.
A vintage image of the Stanley Cup.
An early Stanley Cup in black and white.

Stanley Cup Playoffs Social Media Activation

Game One social media imagery: LA vs Edmonton.
"History Will Be Made." The Cup standing tall amid graphics of the visual identity system.
Game One social media imagery: Tampa Bay vs Toronto.
Game One social media imagery: Boston vs.
"Which Series Are You Most Excited For?" over a list of matchups.
Various hockey players behind the visual identity.
"Who Will Score More Playoff Points?" over the visual identity system's horizontal logo lockup.
The Cup standing before a backdrop of televisions, the Playoffs logo above and "History Will Be Made."
A card with player imagery and the logo underneath.
Four social posts, each utilizing the visual identity system.
The horizontal logo in red over the word "Gameday" and a hockey player mid-skate.
Another social post from the NHL Twitter account.
"Time Is Running Out!" poster art featuring a bracket using the visual identity system.
A hockey player with the word "Gameday" behind him.
"Connor Ingram 48-Save night in Just His Fourth Career NHL Start."
A social media post, with Jillian Sakovits standing in front a "Stanley Cup Stories" logo.
 
 

Client-side Creative Direction: Paul Conway, NHL VP Creative  +++  Cup Illustration: Elliott Park
Victoria SC Serif Typeface: Jason Carne  +++  On-site Photography: Getty Images

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