For the first time ever, the Coors Light NHL Stadium Series was to be held at a United States Service Academy in 2018. Navy-Marine Corps Memorial Stadium played host to the Toronto Maple Leafs and Washington Capitals under the bright lights on March 3rd, 2018 for a spectacular display of pageantry paired with the speed and excitement of NHL hockey.
The design of the event logo built upon the legacy of the Coors Light NHL Stadium Series brand, while infusing some of the rich visual history that is synonymous with the Naval Academy campus and stadium. The focal element of the mark features a stoic and proud eagle, that is representational throughout the graduating class plaques that adorn the stadium. Enclosed in the eagle’s wings are the iconic columns of Navy-Marine Corps Memorial Stadium and at the top right of the mark, the north star – a subtle nod to the Navy Athletics brand. A bold and strong military typeface was incorporated that can be seen on Naval ships and the overall palette of navy and gold is directly tied back to the USNA. The mark naturally concludes at the base with what else, but an anchor – the most iconic of Naval symbology. The mark serves as a regal and patriotic symbol of the weekend events, distinguishing the 2018 Coors Light NHL Stadium Series as an outdoor game unlike any we’ve seen to date.
A special thanks to the entire NHL Events Staff, NHL Creative Services Department, and all of our valued Partners and Vendors for making the 2018 Coors Light NHL Stadium Series a huge success.
Brian Jennings, Executive Vice President, Marketing and Chief Branding Officer
Paul Conway, VP of Creative Services
Greg Mueller, NHL Design Director
Moss Inc., Event Decor
Brand Identity, Look Tools Kit, Brand Standards Guide, Collateral, Environmental