CALGARY STAMPEDE REBRAND
Although the name suggests primarily bull riding and hog-tying, the Stampede is not simply a cowboy's dream come true. The show embodies Western values by hosting events across the city, supporting community celebrations and making the Calgary Stampede The Greatest Outdoor Show on Earth. With its extravagant grandstand show, impressive musical lineup, games, and attractions, the Calgary Stampede has something for everyone. Their wide range of events captures an audience from across the globe.
Including the rich history of the Stampede in the new 2023 logo design was the primary goal.
The challenge was achieving a balance between referencing the history behind the event and allowing the mark to be
modernized and appropriate for the event as it is now.
The final design references the architecture from the Saddledome, a significant venue for the Stampede and considered by many to be the heart of Calgary. The swooping stroke that carries from the C to the leg of the R mimics the architecture of the
building's roof - an iconic feature in the Calgary Skyline. The arching stroke doubles as a reference to the Stampede's events; the movement within the logotype is meant to resemble that of a lasso, an iconic symbol for Western culture.
The goal for the icon was to create an easily recognizable mark that could be used when the logotype seemed inappropriate or too large. The horseshoe was chosen as it references the rodeo culture without being too narrow. At the same time, the maple leaf is a nod to Canada and the event's location.
MARKETING
While researching the Stampede, I stumbled across their vault of historical photos. Utilizing these action-packed shots for the event's marketing was a no-brainer. Overlaying the images is a collection of "stamps" I created. These icons draw from postal markings and play on the Stampede's international recognition while accentuating the historical photos. The posters are intended to be plastered throughout the city, and the "stamps" can be utilized across all marketing platforms for the event - from Instagram stories to physical entrance stamps at the gate.
THE APP
With the integration of an app for the event, we wanted to make it as helpful as possible. The app's design features a fluid gradient overlay that flows around the screen as users navigate the app. Other features we included are the option to link your mobile ticket and add it to your Apple wallet to minimize any issues with lost tickets. On the calendar screen, there's a list of live events and activities where guests can favourite, purchase passes, and discover other events they might be interested in. Similarly, the Map screen features the events happening now so you don't miss anything or "accidentally" get lost and end up at the beer garden on your way.
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