New name and logo design for The Trent Community Sport & Recreation Centre

I just wanted to share with you a recent rebranding initiative from BrandHealth. Those of you living in the Peterborough area may be seeing a teaser campaign - green billboards around town promoting The Trent Community Sport & Recreation Centre. Well, a lot of work and brainstorming went into that and it started off with a renaming exercise and logo design.


With the building expansion complete, the “new” Trent Community Sport & Recreation Centre (TCSRC) at Trent University is embarking on a community-oriented approach to fitness in the City of Peterborough. The TCSRC building will become the benchmark for a unique and enhanced fitness experience offering both a facility and recreational/fitness service where students and the community meet and join.

In order to support this initiative and to distinguish it from other parts of the university, BrandHealth considered the name and its appropriateness for appealing to the community quickly and easily without losing the building’s identity. Some people presently refer to the TCSRC by the acronym “The AC”. Thus our inspiration to explore the name ‘The Athletics Centre’ . ‘Centre’ in the best sense of the word, conveys a place where a community of like-minded individuals can meet with a common interest. Thus the proposed name for the TCSRC will be ‘The Athletics Centre’ accompanied by the support type ‘At the Trent Community Sport & Recreation Centre’.

The brand identity that developed is one based on the existing shape of the Trent University  Varsity emblem, stylized to represent something state-of-the-art and new, yet still maintaining the vibrant university connection. Nestled within a maple leaf the identity takes on an interesting appeal and speaks to the unique and natural setting. The new green will be distinctive of The Athletics Centre yet compliments the existing green of the university. It is surrounded by a distinct copper frame that connects the logo to the new facility and it’s memorable copper wall facing the river. The stylized running man has been selected to represent health, fitness and sport. It appeals to the masses as it’s design is ageless and gender neutral. The new name, in combination with all of these elements speak to a truly extraordinary fitness experience. A fitness that integrates the university and the community. Fitness that is located in and around nature. The best kind of fitness.

Sabrina worked on this extraordinary brand identity that is distinctly Trent and that no other facility can claim. It truly sets the Trent Community Sport & Recreation Centre apart from the rest of the pack. The possibilities that this identity opens up are exciting and endless.