Component Rebrand
Country Base: Canada
Industry/Sector/Keywords: Apparel & Accessories, Associations, Foundations, Educational Institutions, Nonprofits, Sporting Goods, Teams, Footwear, Brand Revitalization
Before: Before and After Images in Slide Show, Summary
Industry Setting

Simon Fraser University (SFU) is one of the largest universities in British Columbia. It is ranked in the top 1% worldwide for delivering academic and research excellence. Its athletics department covers 17 leading sports programs– being the only Canadian university to compete in the National Collegiate Athletic Association (NCAA).


Update the brand with a visual identity that’s inspiring for athletes and fans, that’s modern, and celebrates the unique position of being Canada’s only NCAA team.


The inclusion of a Canadian maple leaf symbol and the rallying cry ‘Rep the Leaf’ are central to the new design. Inspired by a logo worn by athletes in the 1970s and 1980s, a unique octagon holding shape was developed to contain the maple leaf. The strong use of red, white and black from the institutional brand is used monolithically across the system, especially in uniform design. Powerful typography adds a sense of confidence to the team and gets fans behind the rallying cry – ‘Rep the Leaf’.


Launched this year, the new identity has been enthusiastically adopted by athletes and fans alike. The new visual identity has been rolled out extensively, and has created a cohesive look across everything from uniforms and merchandise to digital and broadcast assets.


Client: SFU –

Associate Director of Athletics: Theresa Hanson
Associate Director Marketing & Communications: Steve Frost
Associate Director Athletics: Breanne Watson
Project Director, Brand Expression: Alisa Brown
Executive Director, Communications & Marketing: Kristin Linklater

Brand Strategists/Designers: Twice –

VP Brand Strategy, Strategy Lead: Rob Newell
Creative Director, Creative Lead: James Bateman
Account Director, Client Account Lead: Katrina Trinidad
Account Director, Client Account Lead: Fiona McFaul
Project Manager, Project Management: Alyssa Rodrigues
Designer, Creative Design: Jesse Ellingson
Production Artist, Studio Designer: Laurel Miller
Production Artist, studio designer: Tina Palmer