Branding for the new St. John’s ECHL club has been unveiled, as the team is officially known as the Newfoundland Growlers. The Growlers will begin play this fall at the Mile One Centre.
“Finalizing the team brand and visual identity is a pivotal part of bringing our vision to life. It moves us one step closer to kicking off the Newfoundland Growlers’ inaugural season in October,” says Dean MacDonald, Chair of Deacon Sports & Entertainment.
The primary logo is a Newfoundland dog – a large working dog who is known for their size, strength, intelligence and loyalty. The brand was designed by local St. John’s marketing and communications agency Idea Factory.
The colour palette was inspired by an iconic photo of Private Hazen Frazier with Sable Chief, a Newfoundland dog that served as the mascot of The Royal Newfoundland Regiment during WWI. The vintage tones compliment the dog’s dark hues, creating a strong combination with a classic, universal appeal. Paired with a forged-style font, the hard edges and strong weight give it a stone-chiseled feel which lends itself well to the vintage style of the logo.
The team has launched its website and social media pages. The Growlers’ website is www.nlgrowlers.ca, with the slate of social media channels including Facebook (/nlgrowlers), Twitter (@nlgrowlers), and Instagram (@nlgrowlers).
The first game for the Newfoundland Growlers in their inaugural season will be October 12 when they face off against the Florida Everblades at Mile One Centre.