GHHL Primary Mark

GHHL

Challenge

Based out of Toronto, Canada, the Golden Horseshoe Hockey League was founded in 1988. Despite a memorable name and core icon, its identity lacked both graphic functionality as well as any true brand equity.

Solution

Although the original horseshoe and hockey puck elements were included in the final mark, they were redrawn and fit within a vertical ellipse encircled by the league name. The new retaining shape helped address the logo's primary application as a uniform patch, allowing it to perform on all colored backgrounds without compromising legibility.