World Cup of Hockey 2016 Brand Identity 

In the fall of 2016, the National Hockey League and National Hockey League Players’ Association are reviving the most competitive and electrifying tournament boasting the top players in the world. The World Cup of Hockey features over 175 NHL players battling for global supremacy in Toronto, a city that embodies the spirit, passion and excitement of the sport. Fans across the world will witness the greatest skills and speed in hockey, becoming part of an atmosphere and energy to remember. 

M Style Marketing was engaged to create and develop a new logo and branding package that would capture the international prominence and clout of the World Cup of Hockey. M Style Marketing collaborated with Paul Conway, NHL’s VP of Creative Services, and the NHLPA to design a brand identity that reignites the tournament and drives excitement among fans and players alike.

For the 2004 edition of the tournament, a championship trophy was created that truly captures the global spirit of the game. In 2016, the trophy will be reintroduced and restored, providing a historical piece of art to commemorate the championship.

The brand strategy incorporates the artistry and story behind the championship trophy with the spirit, passion and excitement surrounding the international impact the World Cup of Hockey will have across the globe. The interpretation captures the speed and fluidity of the sport, illustrating the trophy in a free flowing manner. The trophy sits on an abstract background of iconic hockey elements, including the Maple Leaf, which pays homage to the host city. 

The unique shape of the brand mark is reflective of the trophy view from the top with the angular lines evoking hockey sticks. The color palette is representative of the eight teams competing in the tournament, emphasizing the international statement. With a custom font package, the World Cup of Hockey brand stands alone as a distinctive event in the history of hockey. 

As an international competition, the World Cup of Hockey brand mark reflects the importance of each nation coming together to compete for the pride, spirit and love of the game.