“Ontario Soccer was founded in 1901 and is one of the oldest and largest sport organizations in Canada. Ontario Soccer provides leadership and support for the advancement of soccer in collaboration and cooperation with our membership, partners and other stakeholders by providing exceptional and sustainable programs and services. The Association is made up of 21 District Offices and several Associate Members namely regional and provincial leagues. The District’s membership are the more than 600 Youth Clubs and Senior Clubs across Ontario.”
Logo and Identity: Brandfire (Markham, Ontario)
Sub-brands, signage, and implementation: In-house
Combining modern and sleek design elements, with a nod to the organization’s long-standing heritage, the primary logo is the new face of Ontario Soccer.
The five outer rings create a contemporary soccer ball shape, representing Ontario Soccer’s five most important stakeholder groups: Players, Coaches, Match Officials, Volunteers and Administrators.
The inner three shapes, celebrating the mantra of Play, Inspire and Unite, create an Ontario trillium at the very centre of the mark.
Images (opinion after)
The old logo wasn’t technically good in any way — wrong font, wrong letterspacing, wrong sizing, clip-art-y graphics, etc. — but, somehow, it felt like a charming, connected soccer community. The new logo feels like a heavy marketization of the organization, trying very hard to make it into something super extra exciting, which is a fine and respectable ambition but the resulting logo and the accompanying rationalization is too much. If you love swooshes, meet your new best friend, otherwise this is pretty hard to look at, with five swooshes coming together around a swoosh-based trillium (which is a commonly used symbol for Ontario). It’s oddly aggressive when it doesn’t need to be — it’s too sharp — and the gradient doesn’t add anything. The wordmark is okay on its own but has no visual relationship to the icon and the typography in the tagline has no relationship with either. There is a lack of cohesiveness and it’s a feeling enhanced by the multiple pieces of the icon, which feels like it might fall apart at any second, like if you kicked a soccer ball through a Chihuly sculpture. The few applications shown don’t get much better unless, again, you love swooshes or really miss the DirecTV logo. Overall, not a very pleasant redesign but, ultimately, it does at least bring it aesthetically into the twenty-first century.
Thanks to Mark Guilherme for the tip.