The ECU Connection Behind the Canucks Iconic Logo
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Did you know that the first and still much-loved Canucks logo was designed by Joe Borovich, an Emily Carr University of Art + Design (ECU) alum?
Before the Vancouver Canucks officially skated onto the ice for the first time, an ECU alum helped shape how the city – and Canada – would see the new team. As part of our centennial storytelling, we’re revisiting Joe Borovich’s 1970 “stick in rink” design and the legacy it created.
As a lifelong hockey fan, Joe heard that Vancouver would join the NHL as an expansion franchise for the 1970-71 season. He combined his training in visual communication with his passion for the sport to create a logo that was clean, concise and instantly recognizable.
“My training at the Vancouver School of Art (now ECU) definitely helped me understand the important components of designing a logo,” said Joe in an interview with Lissa Cowan in Visons (2008), ECU’s former alumni magazine.
His now-famous “stick in rink” design was inspired by the natural world, featuring the blue of the Pacific Ocean, the green of British Columbia's forests, and the white of snow-capped mountains. Within that palette, a hockey stick is set inside a rink to reveal the letter “C”.
Joe explored several design concepts before submitting the final iteration to the Canucks team owners. This rigorous, practice-based exploration helped his work stand out among strong contenders from Europe, the U.S., and Canada, which led to his selection and being hired to design the uniform.
“It was a real thrill to see the players skate onto the ice for the first time wearing the jersey I’d designed,” Joe said to Cowan.
Joe's design ran from 1970 to 1978 and was adapted slightly for the 2007-2008 uniform with the logo on the shoulder and reintroduced for the club’s 40th anniversary in 2010. While the NHL franchise has cycled through many different design changes over the years, with often mixed reactions, Joe’s design has stood the test of time with its simplicity and enduring appeal. It still remains on the shoulders of the Canuck’s jersey to this day, along with the blue, white and green colour scheme he created.
Borovich’s contribution is just one example of how ECU graduates leave their mark in everyday places we might not expect. His work helped define a franchise and has become a visual touchstone for one of Vancouver’s more enduring symbols, reflecting the creative legacy we’re honouring during our centennial year.