BILIN­GUAL BRAND­ING

Computer Arts - - Showcase - by Hulse & Dur­rell www.hulse­dur­rell.com

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”.

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