Creating a Refreshing Identity for the TMU Athletics & Recreation
Scope
Logo
Brand Identity
Brand Guidelines
Branded Merchandise
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Toronto Metropolitan University recently changed its name from Ryerson University and needed a fresh visual identity specifically for its TMU Athletics & Recreation brand, varsity teams, and clubs.
As the university is located in the heart of downtown Toronto, we wanted the identity system to reflect the uniqueness of a metropolitan experience, in contrast to many other Canadian universities, and communicate an inherent sports aesthetic.
The city’s vibrant urban environment served as a rich source of inspiration. We were drawn to the curved, kinetic lines of the streetcar and subway tracks, roadways, and aerial perspectives of Toronto. We found parallels in the world of sports in things like field, court, and rink markings and the patterns in which athletes move. We used this inspiration to develop a logo that moves within the TMU letterforms.
Once the TMU Athletics mark was finalized, we began developing the logo for the sports teams and clubs, TMU Bold.
The name ‘Bold’ had been chosen to break from sports naming traditions, and we wanted to reflect this non-conformity in the visual design. We steered clear of the typical ‘sports font’ treatments, opting instead for a bold and impactful design that maintains a clean and timeless feel.
We were also challenged to incorporate a subtle nod to the university’s falcon mascot into the Bold logo, avoiding creating an illustrated character version. Shapes inspired by a falcon helped us build a stylized “B” to evoke the feeling of a bird of prey in motion, diving at top speeds.
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Our team was impressed with Jacknife’s credentials and their experience in the sports, recreation and youth marketing space. We were enormously impressed by the breadth of logo options they thoughtfully and strategically presented. Jacknife also went above and beyond showcasing their ability to bring the logo options to life on the court, the arena, the team jerseys and on the fans’ shirts. What really stood out for me was the team’s sincere desire to collaborate with our team and be our partners in this very delicate process of transformation. Jacknife lived up to this promise. They were true collaborative partners throughout this process.
Nuala Byles, Marketing Director
Athletics & Recreation Toronto Metropolitan University, Mattamy Athletic Centre
