In August 2012, Sportsnet purchased the Grand Slam of Curling and began operation of the international men's and women's curling.
The objective of the new logo was to appeal to a younger demographic with clean modern lines while having the classic feel of a vintage curling badge.
The Grand Slam consisted of four events: The Masters, The Canadian Open, The National and The Players' Championship, making up the Grand Slam series. The logo is based off of Canada's rich history in curling, embracing vintage crests and colours from Canada's 1868 first coat of arms.
The interlocking "GSC" symbol is based off of four curling rocks representing the four events. To reinforce that curling is Canada's game, a stylized maple leaf is introduced to give the logo a patriotic feel. The colour coated bar on the top symbolizes each of the four events. Each event logo is pulled out of the main logo and colour coated in such a way to give the event it's own personality while still staying in the same family.
THE CAMPAIGN
With the new logo being introduced, the strategy was also refreshed to reflect where the new GSC series brand could go.
The objective was to give appeal to a younger demographic without deterring the current Curling fan base. It was to be fresh, new and edgy depicting Curling in an unpredictable way.
The collateral included: programs for each event, team and event signage, tickets, bus wrap, trophy and lanyards. The travel truck used to transport event material was wrapped with creative that utilized larger than life visuals of the players.
The ultimate goal with the newly intorduced GSC trophy is to win each of the four events throughout one's career and once accomplished, all four trophies link up to create curling's ultimate prize, the GSC's prestigous trophy.
The rebranded collateral contributed to the success of the inaugural season of Grand Slam of Curling on Sportsnet. Since launching on November 5, 2012, 4.4 million Canadian viewers have tuned into some part of the Grand Slam of Curling events on Sportsbet.
My role was the involved with the Concept Development of the logo and trophy rendering, Graphic Design of some print materials, Production Design of player imagery and designed editorial spreads for the booklet.
CREDITS:
Creative Director: Dean Bender, Sady Magendran
Senior Graphic Designers: Wilson Duong, Keith Jones
Graphic Designers: Anthony Ruggiero, Cindy Wong
Creative Director: Dean Bender, Sady Magendran
Senior Graphic Designers: Wilson Duong, Keith Jones
Graphic Designers: Anthony Ruggiero, Cindy Wong
Photography: Roberto Caruso
