Sochi 2014: Logotype and maple leaf pattern

In advance of launching the Sochi collection with the Opening Ceremony parade uniform, I wanted to introduce you to some of the fundamental elements of the brand that will inform every piece I design for Sochi going forward. Here’s a look at the logotype and maple leaf pattern.

As mentioned in my previous post, the Canadian uniforms for each Olympic and Paralympic Games have taken on their own design aesthetic, which informs not only the clothing pieces, but the logos and typefaces used on merchandise and branding.  I’m sure you’ll recall the retro-futuristic look of the typeface and podium jackets for Vancouver 2010, and the summer in the Muskokas slash 70s varsity team pieces the Canadian team donned for London 2012.

To brand the Canadian team for 2014, I also decided to reach back to the 70s for inspiration, specifically, the last time a Canadian team went to Russia carrying the weight of a country’s expectations: the 1972 Summit Series.

Canadian players celebrate Paul
Henderson's famous goal in Game 8
of the 1972 Summit Series.

Photo courtesy of NHL.com

Although the NHL wouldn’t adopt namebars until the late-70s, the Canadian uniforms had something of a pre-cursor: on the back of each uniform, CANADA was worn above the player’s number.

This is something I’ve paid tribute to in the parade uniform and elsewhere, and it puts a spin on the old hockey adage about playing for the crest on the front of the jersey and not the name on the back; here the front and the back represent the same thing: our country.

 

 

On outwear, each letter in the logotype will be stitched on individual, and contrast the colour of the piece on which it appears.

One of the challenges when trying to represent Canada through clothing or uniforms is you
essentially only have only colour to work with: red. This doesn’t allow for a great deal of variety nor does it break up the look of an outfit particularly well, and I find can sometimes border on monochromatic.

To counter this, I took inspiration by the England Football Association’s current home kit. England’s colours are also red and white, but England’s kit designer, Umbro, has used multiple shades of red throughout the kit with a distinct stripe/cross pattern as accents.

Building on this notion, I’ve not only included both a lighter and a darker red in the colour scheme for the uniforms, but also created a distinct maple leaf pattern. Taking inspiration from streetwear brands like Supreme and i love ugly, the repeating maple leaves will be used on accessories and layering pieces to add subtle variety to each look.

Up next: the parade uniform! Stay tuned!