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May 2, 2008
RBC.021
May 2nd, 2008 - The Canadian Junior Hockey League (CJHL) today introduced a new League logo and messaging
initiative at a Press Conference in conjunction with the 2008 RBC Royal Bank Cup National Junior A
Championship in Cornwall, Ontario.
 The CJHL, formerly know as the CJAHL, has introduced a new logo for the
organization, which is intended to unite the ten Leagues across Canada under one symbol. The selected design
that will represent the CJHL is that of the shield. The shield over time has come to symbolize excellence,
with its shape often used in awards and badges, the shield has a long tradition of use within hockey for this
very purpose. The shape also pays homage to the symbol of the NHL – a symbol which stands for the ultimate
achievement in professional hockey in North America, and arguably the world.
The word mark for the CJHL integrates the Maple leaf and the colour red to embody the dynamic, energetic
and positive spirit of the sport within Canada. Combined with the blue shield, the logo provides a focus on
Canadian hockey, with reference to the international potential the organization seeks to promote.
The accompanying tagline “Hockey For Life” will drive the message for the new CJHL Brand, embracing the
impact that Junior “A” hockey has on its players, coaches and officials. “Hockey For Life” embodies the CJHL
as the nation-wide advocate for excellence in Canadian Junior Hockey. Whether undertaking a professional
career in hockey, the business world, or at home – the CJHL seeks to be an integral partner in the career
development of all our players. On or off the ice, the message of education, teamwork and dedication will be
an essential part of future advertisements, which will promote the CJHL as the best choice in building a
lifestyle around this great sport of hockey. This is the Canadian Junior Hockey League. This is Hockey for
Life.
The branding initiative was spearheaded by Alberta Junior Hockey League President, Craig T. Cripps, in
conjunction with Impello Inc. Impello Inc. is an integrated graphic design and communications firm, based in
Calgary, Alberta, which specializes in development of professional and creative brand solutions.
The final design was elected through an online vote by each League representative within the CJHL.
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