Analysis of the Restyled Signature

Transcription

1 Analysis of the Restyled Signature July 2011

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3 The Philosophy Balancing ingenuity and Alpine Canada s legacy

4 Steve Podborski (left) and Ken Read Silver and gold medallists in a 1979 world cup downhill competition Morzine- Avoriaz, France

5 Excellence in alpine skiing is achieved through years of knowledge and experience, combined with ingenuity and innovation. In the 1970s, the Crazy Canucks changed the way Canadians looked at ski racing. Their 107 World Cup top-10 results proved to the world that Canadians are daring enough to push the limits in one of the fastest, most thrilling sports on the planet. Over thirty years later, Erik Guay proved that Canadians continue to evolve and push the envelope when he carved his own path in Canadian sport history by becoming the 2011 downhill world champion. To Alpine Canada, Erik s victory reinforced the belief that in order to succeed, we must draw from our strong history while pursuing new innovation to ensure we produce a new generation of champions.

6 Erik Guay En route to becoming the 2011 world downhill champion Garmisch-Partenkirchen, Germany

7 Alpine Canada s new signature builds on this recipe for success. It maintains the foundation of Alpine Canada s legacy while providing an innovative and daring edge that will welcome a new era of champions. Our signature, like our athletes, is redefining what it takes to win the Canadian way.

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9 Winning the Canadian Way

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11 Evolution The development of Alpine Canada s identity

12 Prior to 1980 The sport of alpine is officially under the Canadian Ski Association (Ski Canada), which included alpine, cross country, ski jumping, freestyle and biathlon The Canadian Ski Association moves away from its original signature and introduces the iconic symbol of a red maple leaf with a pair of skis on the right side The National Alpine Ski Team introduces a distinction between alpine skiing and other ski sports under the Canadian Ski Association by adding Alpine/Alpin inside the maple leaf Alpine Canada is officially formed when the Canadian Ski Association is divided up according to specific ski sports. At this time, Alpine Canada incorporates yellow into its logo to match the alpine race suits. Yellow is now known to the world as the colour that defines alpine skiing in Canada Alpine Canada removes all text from its signature Alpine Canada reintroduces text into its signature by adding Canada written on the maple leaf and Alpine Ski Alpin underneath the leaf within the yellow frame.

13 2011

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15 our strategy Analysing visual elements

16 Alpine Canada Brand Colours pantone 485 pantone 188 pantone yellow pantone process black pantone reflux blue

17 The restyled signature closely relates to the longstanding brand of Alpine Canada. It is a branding evolution which solidifies Alpine Canada s relevance in today s marketing landscape. The restyled signature draws on all visual elements from previous signatures while maintaining a strong presence with a contemporary edge. Leveraging on Alpine Canada s trademark colouration of red and yellow, the restyled signature introduces brighter colours with slight gradients which increase intensity, depth and contrast on all print material, electronic media and apparel. All lines are curved in contrast to the linear lines which appeared in Alpine Canada s signatures prior to the 2011 rebrand. The adjustment to organic lines loosens up the overall feel of the signature by exuding energy, ingenuity and the notion of progress. The 2011 signature came full circle by moving away from the rounded square and back to the original shape of the Canadian Ski Association prior to The circle is an appropriate shape for Alpine Canada as it symbolizes unity, focus and perfection. The two curved lines on the right side of the red maple leaf evolved from the skis present in the symbol prior to This transition to free-flowing lines incorporates many attributes which are unique to alpine skiing including grace, elegance and speed. The lines represent the carved path a skier leaves behind when he or she descends a slope - a movement that differentiates our sports from other skiing disciplines. The stem of the leaf cuts into the circle, creating a tension between the maple leaf, the background and the border. This connects all elements of the symbol, allowing it to be treated as one unified entity. All text is outside the signature to allow titles to change without affecting the symbol itself. Titles must be easy to change moving forward as Alpine Canada expands outside the sport of alpine skiing.

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19 PARA-ALPINE ALPINE SKI CROSS An example of different colours representing the various sports which fall under Alpine Canada. This allows each sport to have slightly different identities within the organization while maintaining a close relationship between each brand.

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21 PARA-ALPINE ALPINE SKI CROSS An example of the restyled signature on an inverted background. This version, which will appear on many pieces of apparel, has a vibrant contrast highly visible and distinctive.

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23 An example of how apparel can be branded according to the sport s identity. Over time, each sport will develop a strong brand presence domestically as well as internationally based on standardizing and repeating colours and symbols. Apparel will be stamped with the main red, yellow and black Alpine Canada symbol on either the arm or back (below the collar). Doing this will indicate that the apparel, regardless of the sport or branch, is affiliated with Alpine Canada. An example of how a specific sport under Alpine Canada will be marked on the chest with its assigned signature. The colour of the symbol will indicate which branch of Alpine Canada the athlete, coach and staff is affiliated with.

24 Alpine Canada Alpin Winning the Canadian Way Since 1920