Art Direction
Logo
Visual Identity
Style Guide
Merchandise
Signage

In 2008, Ralph Wilson Stadium in Buffalo, New York made history when they hosted the first-ever outdoor NHL game in the U.S. The Buffalo Sabres and Pittsburgh Penguins played in front of 70,000+ crowd. The rink was then repurposed as an outdoor community venue in East Aurora, NY. The rink evolved over time and was in need of a refresh in 2020.

The result is a sporty emblem, with the shape inspired by the iconic rink roof peak. The emblem shares the same warm and welcoming neighborly feel of the venue. A colorful palette of symbols brings energy to the rink’s perimeter, representing the variety of activities and events that people enjoy year-round.