Conceptual Rebrand

Lacombe Generals

Logo & Branding, Web, Photography, Advertising Design


This rebrand project explores that idea, aligning the team with community’s strong military history, while encompassing values and ideas of hard work, sacrifice, and overcoming obstacles to be the best team in the league, without erasing the legacy the AAA Generals left behind.

The Lacombe AA Generals are a senior men’s hockey team that has a lot to live up to. That happens when you inherit the brand assets of the four-time national championship-winning Lacombe (Bentley) AAA Generals after they chose to bow out of senior hockey play.

But what if the team had their identity – one that both honoured the legacy of their predecessors, and better reflected the community?

Bentley AAA Generals 1999-2016
Lacombe AAA Generals 2016-2019
Lacombe AA Generals 2019-2022

Home Jersey
Away Jersey
Third Jersey