The newly named U Sports is the national governing body of university sport in Canada. In October it launched a new identity designed by design firm Hulse & Durrell, who also worked on the naming in collaboration with Ariane Perreault of bleublancrouge. “The brief was to reimagine university sports in Canada,” explains partner Greg Durrell. “We shortened ‘University' to ‘U' and combined it with the word ‘sports' (which is the same in both French and English) for a bilingual solution. The logo drew its inspiration from the big bold and angular letterforms found on the chests of varsity jackets.”
The studio used Illustrator, Photoshop, After Effects, Premiere and InDesign to create the new brand, which they describe as “youthful and vibrant with a little bit of swagger”.