BEING A BRAND ENFORCER

Protecting the NHL ‘Off the Ice’

As the popularity and success of the world’s fastest game grows, so does the the volume and variety of it’s licensed products made available to fans around the world. However, while the marketplace had become enriched with exclusive NHL merchandise, it also became clear that the branding on the various sized and shaped packages and products from different suppliers was compromised.

In order to achieve consistency and maintain the integrity of this invaluable brand and it’s licensed properties, a new brand packaging design and guide was produced to better represent the modern stylings of the current NHL brand mark. The custom close-up imagery of the official NHL game hockey puck was photographed, and  detailed brand “playbooks” were produced and shared with manufacturers and distributers.

Over the following year, a dramatic change could be seen everywhere licensed NHL products were sold. Multiple products from different sources shared shelf space and more importantly shared a common, clearly unifying and exclusively NHL brand presence.