Lord Stanley's Gift - logoThe Lord Stanley’s Gift public art competition celebrates three occasions in 2017: the 125th anniversary of the Stanley Cup, the 100th anniversary of the National Hockey League, and the 150th anniversary of Canada itself.

The nation-wide competition calls for designs of a public work of art that pays tribute to Baron Lord Stanley of Preston, Canada’s sixth Governor General, who donated the first trophy cup the NHL later adopted as its official Stanley Cup championship prize.

Stiff, the Ottawa communications agency tasked with branding the competition, had to convey the idea of creative potential and excellence, opting for a “blank slate” logo.

According to the branding presentation package:

[The logo] evokes the presence of the monument itself–a stark pillar of rough stone whose ragged interior edge represents work that has not begun and yet work that is full of promise… It is a figurative blank slate: ready for the painter’s first inspired brushstroke, the draughtsman’s first flash of creative genius, the sculptor’s first blow of hammer on chisel.

Lord Stanley's Gift - website

Lord Stanley's Gift - business cards

Lord Stanley's Gift - stationery

Lord Stanley's Gift - OOHStiff developed the project’s digital assets along with the logo and overall visual identity. Anna Jackson, head of public engagement at Stiff, says Lord Stanley’s Gift was looking for a promotional hat trick: attracting and inspiring project proposals, winning over donors, and generating excitement among everyday Canadians.

The competition runs until May 13.