Thunder Bay Catholic Interschool Athletics (TBCIA) asked me to redesign their logo. Their old logo was in dire need of a modern tune-up. The typography was dated, the colour palette had minimal contrast and the overall tone was lacking a certain something. I should also mention they made a minor adjustment to their name, replacing “Intermediate” with “Interschool”.
There was a dynamic organization of themes tied to this project. It was a challenge to find a balance between iconic symbolism for the subjects of Catholicism, athletics, and Thunder Bay culture. Not to mention, the TBCIA receives heavy use as an acronym.
I dove deep into my sketchbook—hashing out ideas, juxtaposing concepts and building relationships. My objective was to bring new life to the logo. “Life” became the common thread that tied all the themes together. That missing something was a collective energy shared between the high-spiritedness of the Catholic School Board, the active nature of athletics and the enthusiasm we share for our proud northwestern Ontario culture.
There was no need to recreate the wheel—only update it. After much conceptual exploration, we decided to update the old logo to become more vibrant, flowing and strong. Increased momentum. Increased contrast. Increased unity. And a redefined swoosh projecting not upward, but forward.
This was a very rewarding project to work on because it challenged my conceptual process. Many concepts hit the cutting room floor, but that brought much needed clarity. The TBCIA were wonderful people to work with and I cannot wait to see their proud, new logo out in our community.