Reset: rebrand – Scottish Hockey reveals new logo and visual identity

Scottish Hockey has revealed a modern new logo as it resets with a new visual identity, giving the organisation a bold and exciting look for the future.

Bremner.Studio, the design practice of Scotland internationalist Michael Bremner, created the logo and new identity in partnership with Glasgow-based designer Erin Bradley-Scott.

The process included a rigorous consultation with representatives and members from right across the Scottish Hockey landscape.

The thistle is the original emblem for hockey in Scotland and was worn by the original Scotland international teams at the turn of the 20th century, and this new logo is a contemporary nod to the history of hockey in Scotland.

The logo also features a Celtic shield knot in the shape of ‘SH’ (Scottish Hockey) at its heart to represent the close and tight-knit community that hockey has in Scotland.

With the old logo having been in place for many years, and a set of inconsistent digital assets accumulated over time, the modernisation brings a bold and contemporary feel, which can be easily applied in a variety of contexts.

A range of new digital and physical assets will be on show soon, with a website refresh to take on the new identity on the horizon as well.

Scottish Hockey CEO Barry Cawte said, “If we are to achieve our ambitions of being one of the best governing bodies in the UK over the next ten years, then it is essential we use this reset period to reinvent the look and feel of our organisation.

“A brand should tie everyone in hockey together and what better way to do that than having a player with the support of membership and staff to create it. We now have a bold new presence and one that stands out, which is really important for future investment into the sport.

Designer Michael Bremner said, “Erin and I have really enjoyed the chance to collaborate with Scottish Hockey on their new identity and we’re excited to share the results. It was important for us to create a strong and modern visual language that would not only match Scottish Hockey’s ambitions in performance sport but also touch on the community and social impact of hockey in Scotland.”

Scottish Hockey’s Communications Manager Paul Elliott is the project lead, and added, “I’m absolutely delighted with the new logo and visual identity for Scottish Hockey. Michael and Erin have done a sensational job and delivered the brief perfectly. The story behind the logo is fantastic and the representation of our history and community in the logo really adds to the striking design work. The logo really is for everyone in the sport.

“The new visual identity is fitting for a sport that is aspiring and aiming high for the future and I’m really excited for the range of assets, and website refresh that will follow.”

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