As September draws closer, Dawson Creek hockey fans will become much more familiar with the warrior head of the Rage. But what was behind developing the logo of the new North American Hockey League team?
The Dawson Creek Rage's logo combines several traditional warrior helmets with a robo-cop look and fierce-looking eyes out of which comes flames and sends the message of domination, says the logo's designer.
"The logo is made up of six or seven different cultures. The head gear on the top comes from warriors in Japan. The helmet on the head and shield on the shoulders goes back to the Roman days. The burning eyes represent the rage within," explained Gordon Currie, the Rage's marketing manager and press relations official.
"It is not about violence but about domination -dominating the league, (being) a dominating team, and when people see the logo on hats and T-shirts and jackets and all the merchandise that we will have available for the fans, it will be perfect."
The logo was developed by Currie, but he also credits some of the local school kids and teenagers who provided feedback.
He worked through about 200 different logo designs with the board and families of the board members before coming up with the present design.
The logo uses orange, black, silver, white and red, while the team's sweaters will use the same colours as the Philadelphia Flyers of the NHL.
"The (team) colours came out of the fact that we liked the colours of the Philadelphia Flyers the orange and the black is really ominous looking."