Hockey is played by two teams of 11 players who fight it out on a field (or an indoor pitch in winter). This is a sport where tactical skills and sophisticated techniques meet athletic resilience, strength and speed!
From a sporting perspective, hockey is the most successful ball and team sport in Germany, with the country winning the most gold medals in Olympic Games matches as well as several world and European champion titles! From a media perspective, however, hockey only takes a back seat. And this is despite the fact that it makes a lot of different contributions that go far beyond sporting success: above all, the sport contributes to one thing: a strong team spirit. The hockey family is small, which supports the strong cohesion and is leading to a certain degree of exclusivity.
The roots of hockey lie in Hamburg. 12 clubs in women’s and men’s hockey are part of the Bundesliga, in 2014 Harvestehuder THC was the first team ever to win the Euro Hockey League both outdoors and indoors! Hamburg is the stronghold of success. But for the city, hockey is even more than this: it is part of Hamburg’s cultural heritage! With a long history and clubs that are deeply anchored in the community, the sport defines the Hanseatic City of Hamburg to the core. People know each other in the clubs. And they can feel like they are somebody here.
Hamburg is known as the “gateway to the world” and is a city with many facets: the down-to-earth Hanseatic atmosphere at the fish market, international flair at the airport, rough and ready bars on the infamous nightlife mile, the glamour of the trendy clubs, big sporting clubs that haven’t made it yet, and small sports that are achieving both national and international success.
We want to strengthen a fantastic sport in a big city!
Our approach: we are focusing on the sport in its entirety – instead of the sum of its parts.
Together we want to declare Hamburg the “Hauptstadt des Hockeys” (Capital of Hockey) and also give the sport and its players what they deserve: new attention and a new shine. In the mid-term we also want to make the sport more attractive to sponsors!
The Hockey Capital of Hamburg should shine and stand out as a collective brand and serve as a marketing platform for all clubs. One for all and all for one.
Based on the name “Hockey Hauptstadt Hamburg” (Hockey Capital of Hamburg) the aim of this project is to develop a brand logo. Your logo should not only attract attention, but also fill the players, clubs and sponsors with pride that they are part of this community.
It is particularly important that your logo doesn’t place the focus on the city’s individual clubs. The goal is to further develop the sport in its entirety. Your brand logo should show hockey in a new, contemporary light: the next generation of hockey!