The Curling Canada Brand
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.