New Name, Logo, and Identity for U Sports by Hulse & Durrell

Established in 1961 as Canadian Intercollegiate Athletic Union and later renamed Canadian Interuniversity Sports – Sport Interuniversitaire Canadien (CIS-SIC), the newly named U Sports is the national governing body of university sport in Canada. It counts with 56 university members with over 12,000 student-athletes and oversees more than 7,700 games and 21 national championships a year. This past October, U Sports introduced its new identity designed by Vancouver, Canada-based Hulse & Durrell who also worked on the naming in collaboration with Ariane Perreault of bleublancrouge.The U Sports brand aims to create a massive change in the way Canadians see university sports in the digital era. Our commitment is to revitalize our place in the national sport conversation by using ever