The whole design is based around elements: Coat of arms, the letter H, and the game [hockey] itself - All inspired by Hamburgs own coat of arms. Captures and presents the speed of the game in a well respected and "clean" manner.
Works with, or without the text.
To give both players and supporters their own coat of arms, something to be gather around and to be proud of.
Coat of arms (and banners) have a long history of manage to "rally the troops". With a simple design and clear concept this design becomes a symbol, and those who wear it will feel "a link" with others who wears it.
A bit of entropy can go a long way; And where there's entropy, there's curiosity. "Outsiders" will look at the coat of arms with curiousity (and furthermore want to know more about it), and those "in the circle" will [again] feel the link with the group that stands under this "coat of arms".
