Photo credit: YouTube
Vancouver Canucks mourn Joe Borovich, the mind behind the stick-in-rink logo that launched the franchise in 1970.
The team announced Saturday that Borovich, creator of the original Canucks crest, has passed away.
They called his work timeless, and offered condolences to everyone touched by his life.
If you grew up on vintage Vancouver hockey, that logo is muscle memory.
A simple stick inside a rink that quietly forms a «C» still looks sharp today.
Borovich died on December 31, 2025, at 86, and his obituary notes he studied graphic design at Emily Carr.
Emily Carr University also highlighted his 1970 design as a defining piece of Vancouver sports culture.
The mark wasn't a throwback gimmick, it was the main identity early on.
SportsLogos and the NHL Uniform Database both track the stick-in-rink as the Canucks' primary look through the 1977-78 season.
It also carries a very B.C. feel that newer designs sometimes miss.
SportsLogos notes the blue, green, and white were tied to ocean, forests, and snow-capped mountains.
Joe Borovich left Vancouver Canucks history in ink
Honestly, as a fan, this one hits because the logo feels personal, like it belongs to the city more than the business.
That's the trick with great design, it ages with you.
The lines are clean, the idea reads instantly, and it still works on a modern sleeve without looking like a costume.
Borovich even spoke publicly about how much he cared about the team staying rooted, not constantly chasing the next jersey rollout.
A North Shore News piece from 2022 captured him urging the Canucks to stop switching looks and start winning.
The Canucks will keep evolving on the ice, but the first symbol that made them feel real is his.
The next time that crest pops up on a retro night, it's going to mean a little more.
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| POLL | ||
JANVIER 17|65 ANSWERS Vancouver Canucks mourn the man behind their first logo Does the stick-in-rink logo still feel like the true Vancouver Canucks identity after Joe Borovich's passing? | ||
| Yes always | 42 | 64.6 % |
| Orca era | 8 | 12.3 % |
| Flying Skate | 8 | 12.3 % |
| Depends era | 7 | 10.8 % |
| List of polls | ||