(Est. 2017) “The Laval Rocket (French: Rocket de Laval) is an upcoming professional ice hockey team in the American Hockey League (AHL) announced to begin play for the 2017-18 season as the top minor league affiliate of the National Hockey League (NHL)’s Montreal Canadiens. Based in Laval, Quebec, the Rocket will play their home games at Place Bell.” (Wikipedia)
This new brand identity, tailored to a new generation of fans, creates a bridge between the past and future, making the Rocket de Laval a contemporary brand that is instantly timeless. A solid “R” with an interior stroke and sharp serifs – alluding to The Rocket’s explosive speed – now forms the primary logo and is proudly featured on the front of the team’s jerseys.
Not much point going long into the old logo as this isn't an evolution or modification but a straight-up whole-other-thing. Still, let's count our blessings they didn't just call the new team the Laval Ice Caps and kept that old amusement ride logo. The new name comes from Maurice "Rocket" Richard, an iconic player of the Montreal Canadiens, and his jersey number (9) makes a recurring appearance in the identity. The main "R" logo is an intriguing interpretation of the spiky, multi-stroke, inline aesthetic of sports logos that could actually be considered an original take. I'm not crazy about it but there is something very appealing about it. The stacked type looks pretty good and the inline adds a cool texture to the character. The secondary wordmark also takes on the visual tropes of sports typography but manages to make it classier and more sophisticated. The numerals on the jerseys are pretty great. In application, the use of the condensed italic font is unexpected and pairs well with the logo and the blue/red duotone images. Overall, an upscale interpretation of minor league sports graphics that looks pretty convincing.