Red Wings Centennial
Celebrating 100 Years of Hockeytown. A century of legendary players, championship moments and an unbreakable bond between the Detroit Red Wings and their fans. The Centennial brand platform honors the franchise's rich history while bringing its legacy into a new era, featuring a commemorative identity inspired by the original 1934 Winged Wheel and a special uniform celebrating generations of Red Wings hockey.
I led the multidisciplinary creative team responsible for bringing the Centennial platform to life, setting the overall creative direction across brand identity, uniform design, campaigns, photography, video, retail and fan experiences. From early concept development through launch, the work brought together multiple creative disciplines to celebrate one of hockey's most storied franchises.
Executive Creative Lead: Mario Milosevic | Art Direction & Design: Kyle Culps
Photography: Allison Farrand | Video: Danard LeNoir
Logo
The Detroit Red Wings' new centennial logo celebrates 100 years of hockey history with a refined design. At its heart is a redrawn version of the iconic 1934 Winged Wheel, updated specifically for this milestone season. The number "100" is integrated seamlessly, with the "1" and "O" styled to echo the curves and lines of the classic logo. Rendered in Red Wings red and vintage white, the design honors the team's rich heritage while marking a century of excellence on the ice.
LOGO LAUNCH VIDEO
Uniform
Honoring 100 years of Hockeytown, the Red Wings Centennial uniform blends iconic design with details inspired by the franchise’s rich history. From striping influenced by the Detroit Falcons era and vintage off-white lettering to the reimagined Cougar D and classic Winged Wheel craftsmanship, every element celebrates the team's heritage. Thoughtful details, including tributes to Detroit’s 11 Stanley Cup championships, connect generations of Red Wings hockey while bringing a fresh expression of tradition to the ice.
UNIFORM LAUNCH VIDEO
