Excel is the primary wordmark with the underlying text “Goalie Development” positioned in a way to be swapped out easily for future services under the “Excel” umbrella. The “L” creates a hockey stick in a subtle enough way to be timeless while maintaining a strong and unique visual style.

The colours selected for Excel Goalie Development were chosen to complement the environment in which Excel will be primarily showcased: hockey arenas. The blue and red play off of the lines on the ice, creating a strong connection between the brand and the industry.

Simple, complimentary typefaces were chosen to pair well with the Excel logo and provide clear legibility across training documents.

Excel had various merch items printed and embroidered for their jerseys and hats. While shooting training videos for them, we captured some images for their brand launch and future website.