Newfoundland Growlers

When we set out to create a visual identity for our new ECHL team, we wanted to make our province proud. We wanted something uncomplicated, but with an element of ferocity to capture the characteristic resilience of our people.

Then, we stumbled upon a of Private Hazen Frazier with Sable Chief, the mascot of the Royal Newfoundland Regiment during WWI. The vintage tones of the Regiment uniform complement the dog’s dark hues, creating a strong combination with classic universal appeal. Stoic but stern, the dog’s menacing grimace suggests a mean growl. The vintage style of the logo is enhanced through the use of a forged-style font, which gives the name a stone-chiseled appeal. For these reasons, we saw this photo as the visual embodiment of our most cherished cultural traits — strength, loyalty, steadfast resilience — and it formed the basis of our team identity.