The team that worked to create the newest logos for Edmonton’s football team say they wanted an easily identifiable, timeless image to represent the team.
The Edmonton Elks was announced as the latest name and branding for the city’s football team on Tuesday after owners announced in June 2020 that they would no longer use the former nickname that was decried for being racist and insulting to Canada’s Inuit community.
Trevor Sieben, the director of marketing for the team and a designer by trade, was part of the team that helped to create the new primary and secondary logo. The team ultimately decided to keep the iconic double-E logo with its latest name, and will move forward with the traditional green and gold colours.
“We were looking for something that would be timeless,” said Sieben. “We didn’t want anything that was too gimmicky. Something that would be representative of, you know the place where we are and be emblematic of our region and our people.”
The team worked with the DDB Edmonton ad agency to create both logos. The main logo shows an elk head with a three-pronged antler looking to its right. Sieben said the three points on the antler are a nod to the history of the team’s EE logo. The green elk looks to its side and creates a golden shadow on its neck encompassing both team colours.
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The secondary logo shows two antlers, once again three-pronged, coming together to create the shape of a football. Sieben said on top of the symbolism of using horns to create a football, the team also wanted them to represent a community coming together.
“We wanted to make sure that it was recognizable in an instant, it wouldn’t be confused with another brand, say like Browning or John Deere, and it could stand on its own,” said Sieben.
He said he has received good feedback since its unveiling with many people who didn’t have Elks as their first choice still having positive things to say about the rebrand.
Sieben noted the biggest controversy since the renaming is whether fans should say ‘Elk’ or ‘Elks’ when talking about the team.
“It can be both,” Sieben clarified. “I started out team elk. And once I was presented with the data and especially talking to linguistics experts, I was quickly, quickly swayed over.”