BC Place needed a new identity to reflect its transformation from an aging 1980s stadium into a contemporary, world-class venue. Following major upgrades between 2009 and 2011, including the replacement of its air-supported dome with the world’s largest cable-supported retractable roof, the stadium experience had fundamentally changed.

Building on the first phase of rebranding and visual language work by Karacters/DDB Canada, the new logo reduced the stadium’s most iconic feature (its new roof) to a simple, recognizable form. Set against the silhouette of Vancouver’s North Shore mountains, it captured both the architecture and a view familiar to every visitor.