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Sportsmanship, tradition and camaraderie define the Marblehead/Saint-Lambert Hockey Tournament and Cultural Exchange. Ahead of its 55th anniversary, the program desired a brand refinement to propel the teams into the next decade. As the oldest youth hockey exchange in North America, it was important to elevate the brand but also honor the tradition and significance of the existing logo. A modernized and versatile logomark was first designed to be used in all branding applications moving forward. The logomark was then integrated into a separate seal design and anniversary logo, which incorporates elements that are truly integral to the program, like the Canadian and American flags and date of establishment.