Skate Canada Unveils New Brand Identity

You may….Skate alone. Skate in pairs. Skate with a Team. Skate with hundreds. Skate for fun. Skate to win. Skate to travel. Skate to exercise. Skate to excel. Skate to relax. But you’ll always… #SkateWithUs. 

OTTAWA, ON: For over 135 years when the temperature starts to drop and winter begins to descend on most of the country, Canadians lace up their skates and return to frozen lakes, ponds, backyards, and arenas, as the ice freezes. Whether you skate for fun with family and friends, skate to win, or are enrolling your little one in their first CanSkate class, you have been skating with us, Skate Canada, since the beginning. As another skating season peaks on the horizon, Skate Canada is proud to launch a new brand identity that invites everyone to #SkateWithUs. 

The new emblem captures the essence of the brand by combining three iconic elements: A skate, a maple leaf and a container that references skating badges of decades past. In developing the new emblem and brand identity, Skate Canada worked with Hulse & Durrell, a design-led creative studio based in Canada that specializes in making brands memorable, valuable, and built to last. Hulse & Durrell collaborated with commercial and art photographer Luis Mora for the #SkateWithUs brand campaign featuring National Team members Madeline Schizas and Roman Sadovsky, former Canadian Champions Nam Nguyen and Andrea Satar, and six youthful skaters from various Skate Canada competitive and recreational programs. 

“Skate Canada is committed to making equity, diversity, inclusion, and accessibility fundamental in all that we do. Our new brand identity recognizes this important and vital movement and aligns us with our 2022-2026 strategic plan,” said Debra Armstrong, Chief Executive Officer, Skate Canada. “Our new brand identity is vibrant, energetic, and welcoming. We want anyone who participates in skating to feel free to be their authentic self. Whether you are just learning to skate, skating for fun or skating to win we want you to skate with us.”    

The new brand identity has been applied across Skate Canada digital channels and will be integrated into everything skating as the season progresses. Included in the launch is a fashion-forward capsule collection. This limited time offering features Skate Canada branded unisex athleisure clothing for both the athlete and fans alike. Shop the collection online exclusively at the Skate Canada Online Store 

Skate Canada is the oldest and largest figure skating organization in the world, having originated in 1887. Skate Canada last updated its logo in 2010 and has nine variations of its emblem over the years. 

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