Rocket de Laval Identity Lifts Off

February 1, 2017



This brand identity for Rocket de Laval is hot off the press from lg2


The newly launched gear for the Montreal Canadiens AHL farm team aims to pay homage to the past while making the brand appeal to new fans. 


“The biggest challenge from a design standpoint was how we were going to successfully integrate into an existing canvas without simply becoming a copy of it," says Claude Auchu, partner, vice-president and creative director, design at lg2 in a release. "We managed to strike the right balance by using the mother brand’s graphic code—the classic tricolour palette and band that recall the Canadiens jerseys—mixed with new visual elements such as a custom typography and alternative logos on the sleeves."


The team, which currently plays in Newfoundland as the St. John's IceCaps, will move to Laval in fall 2017 to begin life under its new name. The name, a tribute to famous Canadiens player Maurice "Rocket" Richard, was selected in a public naming contest last year. lg2 reinforces the "rocket" concept in the logo through the R's stroke and serif, and in the vertical type.









Marc Serre

February 1, 2017


Je suis fan!


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