Explored different approaches to the logo.
First, it should feel aggressive and fast, constantly in motion, embodying the nature of the game.
Conversely, it should feel like a sports documentary, simple, sophisticated, and high-end.
Ultimately, these athletes are modern-day gladiators, so how do we say that in a logo?

THE OPEN

As the show airs before live game broadcasts, our clients wanted an open that signaled
a departure from the highly polished CG-style of NHL coverage, while honoring
the raw, all-access documentary style.

INFORMATION DESIGN

The logo provided a strong foundation and heavily influenced the overall information design.
Its italic shape conveys the sense of motion we were looking for,
while the transparent outline detail adds a touch of documentary sophistication.

THE KEY ART

The key art exploration allowed us to truly express the human experience
of NHL hockey players and the behind-the-scenes storytelling of the show.
Ice hockey but with a human touch.