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Tim Leberecht: 3 ways to (usefully) lose control of your brand (日本語字幕)

U Sports Canada by Hulse & Durrell


I'm a big fan of Hulse & Durrell's work, and this is no exception.

In their 110-year history, Canadian university sports have never had a cohesive, bilingual brand. Formerly known as "Canadian Interuniversity Sport - Sport interuniversitaire canadien", the new name and identity resolves remarkable language challenges with a design that clearly conveys "Canadian University Sport" — without ever saying it.

Fifty-six universities. Twelve-thousand student-athletes. Five-hundred coaches. Seventy-seven hundred games and twenty-one national championships each year. They all come together under one brand: U Sports Canada.