THE NEW WEST BEHIND THE CW REBRAND

REIMAGINING CANADA WEST

Since 1972, Canada West has been serving student-athletes in Western Canada, working with our members to provide athletic opportunities at some of Canada's finest post-secondary institutions. While our commitment to student-athletes will never change, our brand continues to evolve. Below you will find the story of Canada West's new brand, which was developed by CW and Edmonton based graphic design firm Artslinger. We hope you enjoy #TheNewWest.

THE BRAND STORY

  • The new Canada West mark pays respect to our history. The maple leaf at the top is a refined version of the one used by the Western Canadian Intercollegiate Athletic Association (WCIAA) – the forerunner to Canada West.
  • The maple leaf sits atop an open book, representing the academic pursuits of our student-athletes.
  • The new CW wordmark draws on the organization’s third logo, used until the early 2000s.
  • The red is drawn from the most recent logo, which had been in use since 2003.
  • The overall shield design represents strength, confidence, history, and prestige – characteristics Canada West has come to represent.
CALGARY DINOS CANADA WEST LOGO - Jack Simpson Gymnasium.

BUILT FOR OUR MEMBERS

The new Canada West brand acknowledges what is central to our organization – we are the sum of our members. To reflect this, the new CW brand is an expression of all 17 members, as CW member versions of the marks have been created to allow for more seamless integration of the brand across venues and apparel.

LETHBRIDGE PRONGHORNS CANADA WEST LOGO - 1st Choice Savings Centre

SECONDARY MARKS

  • In addition to the CW primary mark described above, several secondary marks have also been developed to showcase the conference's new look.
  • CW SECONDARY: This mark will be used primarily on member jerseys in small applications. Using the shield design from the primary mark, the simplified 'CW' will be more visible from a distance. Like the primary mark, the CW SECONDARY mark comes in member specific versions.
  • CANADA WEST TV: Every season more than 1,100 Canada West events are streamed on Canada West TV. Now, the official streaming service of the conference has a new mark to go with what promises to be a new and improved service in 2017-18, as the conference has partnered with Yare Media on an entirely new streaming platform.
  • PLAYOFFS: This general playoff mark will be used to promote the conference playoffs throughout the 2017-18 season.
  • CHAMPIONSHIPS: Sport specific marks will be used to promote conference championship series/games during both the fall and winter championship seasons.
  • HARDY CUP: The Hardy Cup logo, created prior to the 2015 season, has been updated to reflect the new conference brand. The most significant changes are: the removal of blue from the colour scheme, and updated font to align with the new conference brand.

A NEW LOOK & MORE

In addition to a new look, the conference is also proud to unveil several additional components of the rebrand, including our revamped website, the launch of an app (available for iPhone and Android), as well as our new streaming portal. Powered by Yare, the new Canada West TV portal promises an improved user experience in a sharp new package.

GET YOUR PIECE OF THE NEW WEST

To commemorate the launch of the new CW brand, the conference is proud to offer Under Armour conference branded merchandise for a limited time only. To buy a piece of #TheNewWest, visit our online store before August 27.

CLICK HERE TO VISIT OUR ONLINE STORE

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