Visual identity, brand book, brand guardianship
AHEAD OF THE GAME
Ice hockey club “Avangard” from Omsk, the winner of the Russian championship in 2004 is one of the CHL’s (Continental Hockey League) most popular teams. The home arena of the club ranks among the continent’s most visited.
Mildberry was assigned to update the visual identity of Avangard so the club brand could meet the requirement of present-day sport marketing communication and retain the awareness of the brand. Mildberry created a sequential system of graphic elements (including the special one for Avangard junior team) providing the synchronization of visual communication.
The only minimally unaltered element is the A-letter symbol, which represents a stylized hawk in flight and embodies the indomitable spirit of the team: its fervour, spirit, stamina, and its aspiration to win. It was given an additional outline, which makes it more dynamic. The insignia preserves traditions and history of the club, therefore, it was important to keep its recognition. New typography of the logo was developed, now it is far more up-to-date and matches the club’s emblem.
The “Wing” graphic pattern became the second significant element in the brand visualisation. It is applied to all club attributes, used in advertising and design of the Arena Omsk ice palace. Another key element of the brand graphics is the black-red texture of the “home” game outfit of the team.