We were curling before
we were Canada.

The new Curling Canada brand was inspired by tradition, iconography, and centuries of stories shared on and off the ice. The result draws from the past, connects to the present, and reimagines the future of this sport.

Over the coming months, the new brand will come to life across all Curling Canada's touchpoints, including the Season of Champions events, official merchandise, websites, social media, and Team Canada's international competition uniforms.

The new emblem was inspired by shield iconography found on provincial badges, club patches, trophies, banners, and most importantly, on the national governing body's emblem dating back to the mid-1900s. The new emblem conveys the essential information without words – creating an iconic emblem for an iconically Canadian sport. The rebrand also introduces a name change. Formerly the Canadian Curling Association, Curling Canada is memorable, modern and fully bilingual.

Since arriving on our shores in 1759, curling has connected Canadians and united diverse communities on the rink. Although the sport has changed over the centuries, the qualities which capture our imagination persist; the tradition of fraternity, the spirit of sportsmanship, and the drive for excellence.

Today, Canada is the world leader in the sport. From thriving grassroots play to the international athletic stage, 90 per cent of all curlers hail from Canada. Curling is a game that draws Canadians of all ages and stages, in every province and territory, to play with strategy and finesse.

Team Canada has won a record 34 gold medals at the Men's World Championships and a record 15 gold medals at the Women's World Championships. At the Sochi 2014 Games, the team took home triple gold in men's, women's, and wheelchair curling.

Canada is currently ranked #1 internationally in men's, women's, and wheelchair curling – the first time in history one nation has topped the World Curling Federation rankings in all three disciplines.

The Curling Canada rebrand was conducted by the firm of Hulse & Durrell. From technology startups to the Olympic Games, Hulse & Durrell collaborate with values-driven organizations around the world to create remarkable brands, products and experiences.

Partners Ben Hulse and Greg Durrell began working together in 2007 on the Vancouver 2010 Olympic & Paralympic Games design team, and went on to lead an award-winning comprehensive rebrand of the Canadian Olympic Team in 2011.

They are currently providing brand and design leadership for the International Olympic Committee, Anta (China’s largest sportswear producer), Square (mobile payment provider) and several Canadian National Sport Federations.

Visit hulsedurrell.com for more information.