Scottish Ice Hockey - Brand

BRAND IDENTITY
PRINT DESIGN
TYPE DESIGN
COPYWRITING
MOTION

Brand identity for the newly formed national governing body for Scottish Ice Hockey.

In March 2021, the ice hockey clubs in Scotland voted for the creation of their own governing body. The Board recognised this as an opportunity to create a professional identity which would both represent and help raise the profile of ice hockey in Scotland.

A professional identity would bring strength and credibility to the association for everyone involved, from stakeholders, players to fans both in Scotland, the UK and around the world.

A unique sporting statement

It was important to create a modern brand identity which Scottish Ice Hockey could have real ownership of and that wouldn’t look out of place on an international stage. We were keen to avoid the much loved clichés of thistles, saltires and hockey sticks, so drawing from Scottish history and mythology, we created a brandmark entirely unique amongst sport in Scotland and chose Scotland’s national animal to represent the sport moving forward; the unicorn.

With characteristics such as strength and independence we (and the Board) felt these were the very traits that Scottish Ice Hockey are looking to take forward into the future.

Rooted in history, built for the future

A brandmark drawn from scratch, a custom typeface (named “Rink Display” after the Scottish word - one of Scotland’s contributions to the sport of ice hockey), a modern take on the countries national colours and a set of brandmarks to represent both the governing body off the ice and the team of players (across several age groups) on the ice all make for a striking sporting and national brand.

In the initial phase we looked to apply this new visual identity to stationery, the team jerseys and merchandise, along with supplying brand guidelines, assets, social skins and the website banner.