Many industries and large organizations are in relatively short cycles of design and redesign. This is expensive and often makes products and brands incoherent. Design and brand can have remarkable long term impacts on business and the world when tied to the authentic, long term goals. Ben will speak about the process of creating brand systems for some of the most strangely complex sports brands in the world from the Vancouver 2010 Olympics to century-old organizations like the Canadian Olympic Team and National Sport Organizations. Each brand foundation has been intimately tied to the high level mission. The results have been surprising. Generating revenue. Saving money. Increasing recognition, partnerships, and pride. And, some would even say, winning medals. Let’s design brands that last.

1. Brands that last.
Ben Hulse
Hulse & Durrell
WAQ 2019

18. 1868-1965

19. 1965

20. 1900s 1920s 1950s 1970s

24. CANADA

40. 81%
69%67%63%
44%
32%
China Russia UK USA Australia Canada
Source: 2014 Global Brand Iconography IOC/Kantar

48. Good design is as little
design as possible.
Dieter Rams

51. Canada Snowboard
PSOs
Misc
Events
Programs

52. National Championships

53. Visual Landscape

54. Visual Landscape

56. Strategy
Objectives Trend-setting and essential Canadian sports brand
Catalyst for growth in partnerships and revenue
Remains relevant and gains affinity over time
Generate enthusiasm and pride from inside out

80. I’m surprised.
This is really good.
Adam Higgins, Coach
“

81. Without a doubt,
the best icon of the year.
Armin Vit, Brand New
“

83. Solid colour base
Icon or symbol related
to the province
Aligns Provinces with CS emblem
40%
60%
Systematic Branding

84. PROV SNOWBOARD
PROV SBD

93. Brendan Matthews
Canada Snowboard
Engaging athletes, partners,
and our full sport system
created a brand that will
stand the test of time.

94. How we design
brands that last.

95. Design for love.

96. Design for love.
And money.

97. Run the marathon.

98. Run the marathon.
Not the sprint.

99. Look back before
moving forward.

100. Have guts.

101. Think systematic.

102. Design for sustainability.

103. Be inclusive.

104. A lasting logo has as little
design as possible.

105. A lasting brand is
designed to adapt.

106. Thank you.
hulsedurrell.com
inquire@hulsedurrell.com
@hulsedurrell