Rebranding the Canadian Soccer Association

One of my first order of business when I started my job at the Canadian Soccer Association (Canada Soccer) was to rebrand the non-profit organization. Besides a logo, the branding was almost non-existent. With that said, this was not a full rebrand because since the Women’s National Team won the bronze medal at the London 2012 Women’s Olympic Football Tournament, the Canada Soccer logo was more recognized than ever. So, I had to develop brand guidelines, a graphic signature and all the applications to go along the existing logo.

The main inspiration behind the graphic signature was the hexagonal netting of a modern soccer goal. It is the target and ultimate objective that every player is trying to reach. As an organization, it represent Canada Soccer’s quest “or goal” to reach the World Cup and for Canada to become a leading soccer nation.

The final product was well received by the organization and with this new corporate brand, the provincial associations seemed to be more inclined than ever to unite and develop the future of soccer in Canada. The short version of the brand guidelines is available here.