Noted: New Logo and Identity for Canberra Raiders by Inklab
“Within Viking Distance”
(Est. 1981) "The Canberra Raiders are an Australian professional rugby league football club based in the national capital city of Canberra, Australian Capital Territory. They have competed in Australasia's elite rugby league competition, the National Rugby League (NRL) premiership since 1982. Over this period the club has won 3 premierships, (out of 6 Grand Finals played). They have not won a grand final since 1994 and last played in a grand final in 2019. They have received 1 wooden spoon and had a total of 15 of its players (9 New South Wales Blues and 6 Queensland Maroons) selected to play for the Australia national rugby league team. The Raiders' current home ground is Canberra Stadium (GIO Stadium) in Bruce, Australian Capital Territory. The official symbol for the Canberra Raiders is the Viking. The Viking, also a mascot at Raiders' games, is known as Victor the Viking." (Wikipedia)
Design by
Inklab (Canberra, Australia)
Related links
Canberra Raiders press release
Canberra Raiders brand update microsite
Relevant quote
The Raiders Viking head - our brands’ primary mark, has been simplified, with tweaks to its fine details to make sure it looks great in any format or location.
The colour palette has also been simplified from six to five colours and refreshed to include the ‘Green Machine Envy’ and ‘Bad N Mean Navy’, both of which have been utilised in previous seasons.
The club’s wordmark has also been modernised, to better reflect Raiders brand we know today.
Images (opinion after)
Opinion
While this is perfectly within the standards and expectations of modern-day sports branding, I thought everything was very well executed here beyond just applying the sports patina. The viking evolution is subtle but improves the drawing in every way — the cleaning-up of the beard is the biggest gain as is the reduction of strokes. The wordmark has gone from a bland, old-timey sports typeface to a new-timey custom typeface that is bold and snug with hard angles in the right places and no spikes in sight. Even the “CANBERRA” element is super nice. The custom typeface isn’t surprising in any way but it’s tight and well done and it looks pretty good in stroke form. There is not a whole lot to see in application and only a few things flash in the video above but it’s all pretty convincing and energetic. Overall, this feels very rugby-ish in the best of ways.
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