NHL (National Hockey League)

Rebranding & strategy
Founded in 1917 in Montreal, Canada, the NHL (National Hockey League) has thrived for years with the same mission: bringing nations together. The league has constantly evolved, showcasing generations of talent, all immortalized in the Hall of Fame. Here, we pay tribute to one of the sport’s most iconic figures, Maurice Richard, nicknamed "The Rocket"—a player of all records. Hockey is a sport of speed, power, and precision. This identity draws inspiration from the puck's trajectory, which varies based on shot intensity and the angle of the stick. Designed as a monochrome concept, it symbolically reflects power, the purity of ice, and impact.The league tells its story with a new tone of voice: "Bring back the heritage, focus on the legendary."

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