Introduction
The Anaheim Ducks have always been at the forefront of sports and entertainment, beginning with their silver-screen debut in 1992 and since cemented as a cornerstone of Orange County culture.
As we continue into a new and bolder era of Ducks hockey, we continue to evolve our presence on and off the ice. This playbook was developed to guide the consistent creation of all Anaheim Ducks materials and protect the integrity of the brand.
Who we are
the Anaheim Ducks
orange, black, and gold
focused on our future
trendsetters
a force to be reckoned with
and who we aren't.
The Mighty Ducks
plum and jade
caught up in our past
reactive
a gimmicky "Mickey Mouse team"
Collective goals
The resources in this playbook drive us to present all Ducks content through the same “orange-colored glasses” and tell the same story:
We're confident, raw, mischievous and charismatic.
We create a game atmosphere like no other—for both players and fans.
Our branding drives FOMO for those watching elsewhere through highlights of 110% engaged fans at Honda Center, gripping storytelling and engaging creative.
We look to capture the intensity of the game in everything we do, no caption needed, whether that's through copy, photography, video or something else.