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June 23, 2022

NHL unveils new design for Stanley Cup logo - NHL.com

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The Stanley Cup brand is entering its "next era."
The NHL unveiled Monday a new logo and microsite for the Stanley Cup, one that embodies the Stanley Cup Playoffs and NHL championship.
"We're ready for the next era," said Greg Mueller, NHL senior design director, creative services. "Not a new era, the next one."
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.
The group said the timing was perfect for a change to a system in place for 13 seasons, one they called "evolutions, not revolutions," a chance to reinterpret what's rooted in tradition with a fresh perspective.
And though the logo system is for the next phase of the NHL, the designers drew from the rich history of the League and Cup itself.
The new identity introduces two newly-crafted fonts. Windsor Sands font used in "Playoffs" and "Final" was inspired by the Windsor Hotel in Montreal, where the NHL was founded on Nov. 26, 1917, nine years before the Stanley Cup became the championship trophy of the NHL. The Victoria SC Serif font was born from the original engravings found in the bowl of the Stanley Cup when it was first awarded and make it unique to championship trophies in pro and amateur sports. Early logo designs of the illustrated Stanley Cup didn't include the etchings but were added at the suggestion of NHL Commissioner Gary Bettman.

The finishing touch is the shape of a championship banner celebrating a symbol of excellence.
"We had a wealth of resources to pull inspiration from," Conway said. "The etchings add another level of photorealism to the look and feel of the illustration."
Conway said the Stanley Cup Playoffs this season is the perfect time to use the new logo with new broadcast partners ESPN and TNT set to cover the postseason.
"We're excited to see how all these applications come to life," Conway said. "We're entering into a new era with our broadcast partners, so let's take this historic and storied brand and then present it in a new and interesting way that's relevant to all of us.'
A microsite provides fans with a digital history of the story behind winning the Stanley Cup and the past 2 1/2 years of work devoted to reshaping what's iconic.
"It's a reinvigoration," Mueller said. "While the Stanley Cup is an established brand that everyone knows well, we think this breathes new life into it."
Video: Get set for the 2022 NHL Playoffs

NHL.com is the official web site of the National Hockey League. NHL, the NHL Shield, the word mark and image of the Stanley Cup, Center Ice name and logo, NHL Conference logos, NHL Winter Classic name, and The Biggest Assist Happens Off The Ice are registered trademarks and the Stanley Cup Playoffs logo, Stanley Cup Final logo, Stanley Cup Qualifiers name and logo, NHL.TV, Vintage Hockey word mark and logo, The Game Lives Where You Do, NHL Winter Classic logo, NHL Heritage Classic name and logo, NHL Stadium Series name and logo, NHL All-Star logo, NHL Face-Off name and logo, NHL Premium, NHL After Dark, NHL GameCenter, NHL GameCenter LIVE, NHL Network name and logo, NHL Tonight name and logo, On The Fly, NHL Network Showdown name and logo, NHL Awards name and logo, NHL Draft name and logo, NHL Mascots, Hockey Fights Cancer, Because It's The Cup, NHL Green name and logo, NHL Vault, Hockey Is For Everyone, NHL Thanksgiving Showdown name and logo, NHL Centennial Classic name and logo, NHL Centennial Season logo, NHL100 Classic name and logo, NHL Global Series name and logo, NHL China Games name and logo, NHL Power Players name and logo, NHL Outdoors at Lake Tahoe name and logo, NHL Street name and logo, and Don't Miss A Moment are trademarks of the National Hockey League. All NHL logos and marks and NHL team logos and marks depicted herein are the property of the NHL and the respective teams and may not be reproduced without the prior written consent of NHL Enterprises, L.P. © NHL 2022. All Rights Reserved. All NHL team jerseys customized with NHL players' names and numbers are officially licensed by the NHL and the NHLPA. The Zamboni word mark and configuration of the Zamboni ice resurfacing machine are registered trademarks of Frank J. Zamboni & Co., Inc.© Frank J. Zamboni & Co., Inc. 2022. All Rights Reserved. Any other third party trademarks or copyrights are the property of their respective owners. All rights reserved.


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