wjc canadiana brand

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Host committee unveils ‘Canadiana’ brand for 2019 IIHF World Junior Championship

Jason La Rose
December 1, 2018

Twenty-five days away from the start of the 2019 IIHF World Junior Championship, the host committee has launched the look that will splashed across Vancouver and Victoria during the holiday tournament.

The ‘Canadiana’ branding ties into the #REPRESENT theme that has been front and centre since tickets were launched for the World Juniors just over a year ago. It speaks to the role that players, coaches, and fans play representing their community, province, and country through their involvement with the tournament.

Check out the poster highlighting the full World Juniors brand!

The look for the 2019 IIHF World Junior Championship includes four distinct elements:

The Double V represents the partnership and collaboration between Vancouver and Victoria as the host cities for the 2019 IIHF World Junior Championship. The tournament relies on the cooperation of both host cities and the success of the World Juniors hinges on this relationship.

The Maple Leaf represents Canada, which is playing host to the IIHF World Junior Championship for the 13th time. The Maple Leaf is a classic Canadian visual element and symbol of the country. It carries a significant weight of national pride, and will be on the chests of players and fans alike throughout the World Juniors.

The Mountain is a metaphor for the climb in junior hockey, as well as a unifying feature of Vancouver and Victoria as part of British Columbia. It represents the challenge, the struggle and the proverbial mountain that teams will need to climb in order to win gold at the 2019 IIHF World Junior Championship.

The Trophy represents what is at stake at the 2019 IIHF World Junior Championship. Every year, the best under-20 hockey players in the world compete for the chance to hoist this trophy. This year, Team Canada will defend the world title it won 12 months ago in Buffalo, and attempt to repeat on home ice.

International marketing agency CSM was responsible for the creation of the brand, adding the World Juniors to a portfolio that includes Netflix, the European PGA Tour, Gatorade, the NFL, the Daytona 500 and the Leicester City Football Club.

The 2019 IIHF World Junior Championship begins Boxing Day in Vancouver and Victoria. A limited number of tickets are still available at HockeyCanada.ca/Tickets.

For more information:

Esther Madziya
Manager, Communications
Hockey Canada

(403) 284-6484 


Spencer Sharkey
Manager, Communications
Hockey Canada

(403) 777-4567


Jeremy Knight
Manager, Corporate Communications
Hockey Canada

(647) 251-9738


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