Faster Forward: Speed Skating Canada Unveils New Brand Identity

Roll out of re-inspired logo begins with newly launched merchandising program

OTTAWA, ON – Speed Skating Canada unveiled today a reinvigorated new brand – a simple, bold and iconically Canadian visual identity accompanied by the aspirational tagline ‘Faster Forward’.

Inspired by the shape of a speed skating oval, the new Speed Skating Canada logo represents both the long track and short track disciplines. With a Canadian maple leaf at its heart, it is a true reflection of the rallying spirit and pride of the country’s most successful Olympic sport.

The rebranding project stems from Speed Skating Canada’s 2018-2023 Strategic Plan which aims to build speed skating’s profile by sharing the thrill of racing on ice with all Canadians. It is the first step in a multi-year effort to re-energize the sport community, increase participation and attract new fans.  

Visit Speed Skating Canada’s new e-shop to check out our latest designs – from tees and toques, to hoodies and neck warmers. You can now wear your love of speed skating (and Canada) on and off the ice.

The development of Speed Skating Canada’s new visual identity was led by world-class design agency Will Creative Inc. and was created with an unmatched collaborative spirit. Over 2,750 members of the sport community – including athletes, coaches, officials, volunteers and more – participated in a brand survey and interviews as part of the research and development process.

The new Speed Skating Canada logo will begin to roll out today across various touchpoints, including social media, National Team uniforms, domestic and international competitions and a merchandising program. The full implementation is expected to take approximately one year, culminating with the launch of a new website in summer 2020.

To learn more about the new Speed Skating Canada brand, visit


“We are proud to have worked with a cross-section of staff, coaches, athletes and volunteers to develop a new brand identity that resonates with the entire Canadian speed skating community. We cannot wait to see this new brand in action, both on and off the ice.” – Blair Carbert, President, Speed Skating Canada

“Thanks to this newly defined brand, we will be able to showcase our organization in a way that re-energizes our stakeholders and ignites a deeper passion for our sport among Canadians. This has been a transformational project for our organization, one that will help us increase participation, attract new fans and build the profile of speed skating in Canada’s amateur sport landscape.” – Susan Auch, Chief Executive Officer, Speed Skating Canada

“This rebrand definitely brings a lot of excitement to our sport! It does a great job of capturing what makes speed skating an amazing sport and putting it into a package we can be proud of. The logo reminds us that regardless whether you skate short track or long track, in World Cups or Canada Cups, we’re one team. I’m excited to share it with Canada and to wear it proudly against the rest of the world.” – Gilmore Junio, Olympian and National Team Athlete

“This simple, bold and iconically Canadian new visual identity captures the vibrancy of the sport, with graphic elements that create a dynamic sense of movement and speed. When these elements are combined – from our logo, through our colour palette, graphic, typographic and photographic styles – it creates an ownable look that captures the passion and vibrancy of our community.” – Nick Richards, Founder & Creative Director, Will Creative