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2017 IIHF Ice Hockey World Championship visual identity

For the 2017 IIHF Ice Hockey World Championship, hosted in France and Germany, the colours and visual identity needed to find a common ground between the two countries and the sport.

Together for 2017

To develop the visual identity and design elements for the 2017 IIHF Ice Hockey World Championship, Infront Sports & Media’s creative team sought to symbolize the commonalities of the two host countries – France and Germany. The research phase identified a common appreciation and approach towards an artistic lifestyle – from painting and music to food and culture as well as a focus on “sports heroes” as the centre point of the event. The design culminated in the use of bold colours and brush strokes -  to “paint” those sports heroes to life. It resulted in an eye-catching and multi-coloured image of ice hockey players and the uniting slogan: “Together for 2017”.

Comprehensive design and implementation

Using typical ice hockey poses, the players are visualised in action using a painterly style. One of the players is even based on the late German ice hockey goalkeeper, Robert Müller. The complete set of colours and design elements must be realised and implemented across a wide range of deliverables, including stationary, powerpoint templates, venue dressing and promotional materials. To achieve consistency, a comprehensive design guideline manual provides detailed instruction on how to apply the colours and design elements, with numerous usage examples.


  • Striking colourful logo - uniting the event’s two host countries’ common appreciation of art and sport
  • Individual graphical elements for us across multiple platforms
  • A comprehensive set of design elements with detailed guidelines

2017 IIHF Ice Hockey World Championship visual identity