The legacy of the Vancouver Canucks’ iconic logo lives on as its creator, Joe Borovich, has passed away at the age of 86. Known for his innovative design featuring a stylised ‘C’ interwoven with a hockey stick, Borovich’s work not only defined the Canucks’ visual identity but also left an indelible mark on Canadian graphic design.
A Journey Through Time
On October 9, 1970, the Vancouver Canucks made their debut in the National Hockey League, donning jerseys that showcased Borovich’s unique logo. The design, featuring a blue-and-green crest on a white background, drew inspiration from British Columbia’s stunning landscapes—green for the lush forests, blue for the vast ocean, and white for the snow-capped mountains. Despite initial mixed reactions, with some fans likening the design to “Picasso’s envy,” the logo quickly became a beloved symbol as supporters embraced the moniker of the “stick in rink.”
This distinctive emblem was born from the creative mind of Borovich, who, at the time, was a budding freelance designer living in a basement across from the Pacific Coliseum. His journey began with a deep-rooted passion for hockey, having cheered for the original Vancouver Canucks in their minor league days.
A Legacy of Design
Borovich’s educational background included training at the Vancouver School of Art, now known as Emily Carr University of Art + Design. His work extended beyond the Canucks, encompassing commercial projects for various brands, including Mr. Noodles and Murchie’s Tea, as well as innovative packaging designs.
The original logo was selected from hundreds of submissions, showcasing Borovich’s ability to blend simplicity with a meaningful narrative. He received $5,000 for his design—a sum equivalent to approximately $40,000 today. Interestingly, he secured an additional $500 after a dispute with the team’s general manager, illustrating the challenges and triumphs often faced by creative professionals.
Evolution and Revival
Despite the fondness for Borovich’s original design, the Canucks transitioned to a different logo before the 1978-79 season. This new look, characterised by a bold black, red, and gold palette, faced criticism for straying too far from the team’s heritage. However, a revival of Borovich’s logo as a shoulder patch in 2007 signalled a new appreciation for the original design, with Borovich receiving an additional $10,000 for this comeback.
In a poignant reflection on his work, Borovich expressed a desire for the Canucks to embrace a consistent branding strategy akin to that of the Montreal Canadiens and Toronto Maple Leafs. His commitment to tradition and pride in the team’s identity resonated deeply with fans and players alike.
Remembering Joe Borovich
The loss of Joe Borovich marks the end of an era for not just the Canucks but for Canadian design as a whole. He leaves behind a legacy that transcends hockey, capturing a moment in time that continues to evoke pride among fans. His contributions to the sport and the visual culture of Canada are a testament to his talent and passion.
Borovich’s final years were filled with fond memories, including a recent event at Hastings Racecourse where he was celebrated by fans who were eager to connect with the man behind the cherished logo.
Why it Matters
Joe Borovich’s passing serves as a reminder of the profound impact that design can have on cultural identity. The Canucks’ logo is not merely a marketing emblem; it embodies the spirit of the team and its fans. As the franchise continues its pursuit of success on the ice, Borovich’s design will forever remain a symbol of hope and heritage, reminding us all of the connections forged through sport and artistry.
