The Langley Trappers approached Tugboat Group for assistance in redefining their brand identity within the hockey landscape. Ownership sought to visually differentiate the franchise from their Junior "A" counterparts, the Langley Rivermen, while infusing their identity with elements reflecting their heritage and community connections. Collaborating closely with team stakeholders, the Tugboat creative team developed a new graphic identity and a comprehensive suite of creative materials embodying the essence of the Langley Trappers.
With clear objectives, we endeavoured to:
- Develop a distinctive and memorable graphic identity on par with professional team visuals.
- Establish visual separation from the Langley Rivermen while adhering to the existing colour palette.
- Incorporate elements of Langley's heritage and location into the brand identity.
- Create a character icon inspired by the team mascot, Buckey the Beaver.
- Design additional creative materials, including a word mark, brand roundels, and team merchandise art.
We began with research, delving into the Langley Trappers' world, understanding their history, values, and trajectory. We sought to identify unique attributes that would set the Trappers apart from the Rivermen, providing a foundation for their distinctive visual identity. Following these insights, we crafted a narrative that defined the brand's evolution. The objective was to create an identity that resonated with the Trappers' heritage and community. Drawing from Buckey the Beaver, the team mascot, we sought ways to infuse the character's charm into the design.
The objective was to create an identity that resonated with the Trappers' heritage and community. Drawing from Buckey the Beaver, the team mascot, we sought ways to infuse the character's charm into the design.
The design process explored all angles, ultimately building on elements reflecting the franchise's roots – the meandering river, the poised beaver, and subtle hockey references. Following an iterative process, Tugboat creatives refined sketches, refined again and shaped the elements into a cohesive and visually captivating emblem. The design was distilled to harmonize with the existing colour palette, incorporating elements that spoke to the franchise's unique identity.
In addition to the character icon, supporting visual assets were developed. These included a dynamic word mark that exuded authority and energy, brand roundels that unified elements, and merchandise visuals that showcased the brand's versatility.
The outcome is a visual identity that captures the Trappers' legacy and spirit. The character icon, inspired by Buckey the Beaver, not only is a distinctive representation of the franchise but also symbolizes their ties to Langley. The new word mark, brand roundels, and merchandise visuals enhance the brand's professionalism and memorability. The new visual identity and creative materials now stand as the Trappers' emblem, encapsulating their identity and resonating with fans and the community alike.