Back in 1998, two young designers (Susan McIntee and Nick Monteleone) partnered together to create 52 Pick-up, working out of Susan’s house. Their first major assignment was the design of a logo for Hockey Night In Canada for Soho Post & Graphics/CBC. Talk about a feather in their caps! The logo, representing one of Canada’s most famous brands, is still in use today. While Susan and Nick received a fraction of the going rate for this work (they lament not having a royalty deal!), it was a great honour to have been able to create a brand that is so recognizable. (It also got Susan’s brother-in-law a few free beverages at his local bar!) Needless to say, their creative for Hockey Night in Canada was one of the projects that catapulted them into the major leagues and their agency took off.
How appropriate really that creating a brand for Hockey Night in Canada landed in 52 Pick-up’s lap. Nick is a huge hockey fan. His son is a top tier player and the sport is part of their family’s life.
Today the Hockey Night in Canada brand is everywhere; it’s become one of the most recognized Canadian icons in history. The cheerful puck-shaped graphic that includes 2 red maple leafs and the CBC logo is as Canadian as beavertails or Canada Goose jackets or polar bears or moose or Dudley Do-Right…
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