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
THE DOUBLE V
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
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
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.