IIHF
A relatable and visually powerful concept that builds on emotions and lands close to the fans.
The 2023 IIHF Ice Hockey World Championship was co-hosted by Tampere, Finland and Riga, Latvia in May 2023. The event was originally planned to be held in Russia, but it was moved to due to the war. Due to this, the tournament was organized on a faster schedule. Pentagon Design was invited to create visual identity for the tournament.
We formed a team together with graphic designer Miika Kumpulainen, Kumppari to create the identity. Kumpulainen is known for his striking sports visuals and was a crucial player in every step of the process.
Approach
We wanted to create a unique and memorable visual identity for the championships that are truly loved in Finland and Latvia.
We needed to create a concept that works in both hosting countries and globally among all ice hockey fans. It was also crucial to create a solution that is adaptable to different touch points without complications and on a fast schedule.
Results
The chosen concept is based on humanity and emotion. The theme of 2023 IIHF Ice Hockey World Championship highlights togetherness and human emotions. The slogan “We live the game” suggests all the emotions associated with international hockey.
The official 2023 IIHF WM logo also gives an impression of togetherness. It has elements from both organizing countries, Finland and Latvia. The Ice Hockey World Championship trophy is in the middle, and it is surrounded by Finnish and Latvian flags.
We created a distinctive and recognizable typographic treatment. To achieve this, we crafted all the key messages by hand. Dynamic illustrations were also created loaded with emotion to go together with our emotional messages. Illustrations are by French artist Yann Dalon. Motion design by Teemu Vilén.
The colors of the logo and the visual concept are based on the Finnish and Latvian flags. Red and white symbolize Latvia and blue and white are the colors of Finland.
We also created graphic guidelines and master files for all graphics, illustrations, and animation to be used by several stakeholders.
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We fall, we rise, we laugh, we shout, we sing, we win and we lose. In ice hockey everyone is allowed to show all the emotions, the positive and the negative. No matter what happens, we stand together.
WE LIVE THE GAME
