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This is a rebrand concept for a Canadian National Lacrosse League team, the Toronto Rock. As far as I know, plenty of people, fans or haters, have been unhappy with the team's brand identity. People don't like the name "Rock" – same goes for the logo package.


So, here are the revamped Rock: The Toronto Brave Hearts!


Firstly, I think that "Brave Hearts" sounds great, heroic, bold and energetic. Since Canada is a member state of the Commonwealth of Nations, "Brave Hearts" as the team's new name is even more fitting. Plus the fact that a "Brave Heart" is also a Lacrosse slang term: two players from each team take the field, a goalkeeper and a middie. The two middies face off and go one-on-one full field until one scores!


The logos (primary, secondary and word mark) should be self-explaining.


Link to the current logo: http://www.sportslogos.net/logos/view/yiushkst67wuyppfkxg18f94j/Toronto_Rock/2010/Primary_Logo





















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I love everything about this rebrand. The logos, colors and name all coexists really well. The little heart at the bottom of the sword is a nice little touch. But as Whittier S said, the secondary uncovers an error on the sword where the dark gray is off from the rest of the sword. Other than that great job. 

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33 minutes ago, Whittier S said:

When you removed the wordmark to create the secondary, you uncovered an error that I presume had been masked by the wordmark. Beyond that, I think this is solid.

Exactly what I was going to say. Good job, just clean up the sword blade on the secondary logo.

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