The Vancouver Canucks should stick to their original logo | Pages Da

West Vancouver’s Joseph Borovich, who designed the original “stick in the rink” logo, says the Canucks should stop changing uniforms and start winning games.

The West Vancouver graphic designer who created the logo worn in the first-ever NHL game for the Vancouver Canucks has a message for the team now: you should have stuck with the original.

Joseph Borovich designed the Canucks “stick in the rink” logo, which used the blue and green color scheme and cleverly formed the letter “C” for the Canucks, which the team wore for their first ever game, played on October 9, 1970. During over the years, however, the Canucks have cycled through jersey designs as skillfully as the Sedins cycled the puck along the boards. There was the V-neck, and the flying skate, and the Orca, and Johnny Canuck, and the color purple was somehow involved at one point.

This week, Borovich, still a resident of West Vancouver, said enough is enough. In a letter to team president Francesco Aquilini, copied to the North Shore News, Borovich implored the club to stop messing with the jerseys and instead focus on winning hockey games.

“What do you sell – hockey or jerseys?” Borovich wrote. “Johnny Canuck didn’t help you last night against expansion team Las Vegas when you blew a two-goal lead with 10 minutes left in the game. It didn’t help you against Boston, Toronto or Montreal either. What are you trying to establish here? All the different jerseys didn’t help when Bure was here or the Sedins — OK, they came close, but no Cup. It’s only been 52 years, Mr. Aquilini.”

Borovich reasons that the original logo did not need to be changed at all.

“Blue and green is the West Coast look. ‘Stick in the rink’ is hockey. What are you trying to do with the image of the team? The smart look with a consistent logo and jersey creates a tradition and history and gives team players pride when they wear it , such as Montreal, Toronto, Boston and Detroit.”

Sticking with one logo can lead to more success on the ice, Borovich wrote.

“The players have to feel like they’re in a fashion show, and that’s why they blow a two-goal lead with 10 minutes to go!” he wrote. “I imagine the ‘stick in the rink’ would look great next to the Stanley Cup. Maybe our grandkids will enjoy it, right?”

So far, Borovich has received no response from Aquilini. Here is the letter in its entirety:


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dear sir,

What do you sell – hockey or jerseys? Johnny Canuck didn’t help you last night against expansion Las Vegas when you blew a two-goal lead with 10 minutes left in the game. It didn’t help you against Boston, Toronto or Montreal either. What are you trying to establish here? All the different jerseys didn’t help when Bure was here or the Sedins. OK, they came close, but no cup. It’s only been 52 years, Mr. Aquilini.

Tradition and pride in uniforms is a bit of a stretch with your teams. I’m biased, because I designed the “stick in the rink” logo in 1970, along with the blue and green uniforms.

Blue and green is the west coast look, “stick in the rink” is hockey. What are you trying to do with the image of the team? The smart look with a consistent logo and jersey creates a tradition and history and gives team players pride when they wear it, e.g. Montreal, Toronto, Boston and Detroit.

Arthur Griffiths couldn’t stand the money he was losing with poor attendance, so he went to California to get a new look. Coach Harry Neal said when they played in New York on Halloween they won best costume.

My logo is already established with the shoulder look and the story, but the players need to feel like they are in a fashion show and that’s why they blow a two goal lead with 10 minutes to go!

I guess you’re fine with sweaters – it’s Christmas.

I imagine the “stick in the rink” would look good next to the Stanley Cup.

Maybe our grandchildren will enjoy it, right Francesco?

Sincerely,

Joseph Borovich
West Vancouver

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