Finch Hatton MTB
Brand, Sport + Entertainment, Tourism + Travel
Canberra Brave
A fearless brand refresh.
Industry
- Sport + Entertainment
Deliverables
- Art Direction
- Brand Identity
- Guidelines + Templates
- Merchandise
- Typography
Canberra Brave (formerly CBR Brave) represents the city of Canberra, competing at the highest level of ice hockey in Australia under the Australian Ice Hockey League (AIHL).
Swell partnered with Supercurious to refresh the brand ten years after Brave’s founding. Anchored by a rework of the original Brave wordmark, the brand continues to lead with its iconic ‘B’ symbol, with typography that mirrors the geometry of the mark used since the team’s inception in 2014. Each letterform was optimised for legibility, with refinements that establish balanced, confident proportions, embodying the strength and pride that define the team’s fearless spirit.
Unveiled at the start of the 2024 AIHL season, the refresh establishes an identity that blends the team’s past, present, and future through a familiar yet elevated colourway of black, white, and gold. It serves as a guiding force for the Canberra Brave’s future, and a symbol of the long-term commitment to nurturing both players and fans for years to come.
In partnership with Supercurious
Photography by Verity Griffin
‘Forever Brave’ spearheaded a season-long campaign to engage fans and grow memberships, amplifying the impact of the brand launch.
Home and away uniforms signal a confident step into a new era. The new uniforms include a fan-favourite third, drawing on classic heritage ice hockey jerseys, and affectionately dubbed as the “Dijon” by fans.
Coinciding with the team’s ten-year milestone, the brand refresh celebrates the journey and future ambitions of Canberra Brave.
Appearing across a range of merchandise, the brand encourages Brave fans to celebrate the team throughout the season. Each item is designed to strengthen the connection between the team and its community, providing fans with tangible ways to show support and be part of the team’s growing, loyal fan base.
