SHL's Frolunda HC drops old logo and unveils a new one

About a year after stating it would be changing its name and creating a new logo, Frolunda HC of the Swedish Hockey League has unveiled its new look. The team, formerly known as the Frolunda Indians, had dropped the nickname a while ago, calling itself Frolunda HC. However, the logo had remained while the team researched a new one to replace the one it had been wearing since 1995. On Wednesday, the new design was announced.

A lot of the feedback to the announcement appears to be that the new logo is fairly plain and doesn't really set the team apart from several others. Frölunda's club director Christian Lechtaler says the process wasn't easy.

"We received 700 entries with different club brands."

"To get good participation, both internally and externally, we created reference groups so that everyone could participate and provide input. We have been open and informative about how the process has proceeded."

"This journey has not been easy. It has been fun and educational, but it has been tough. We were not happy during the process, so we paused and stopped. Then came the pandemic, which actually meant we had to focus on our core business and survive last season. After the season, we took new steps and gave a clear assignment to the media agency Sould to produce the logo."

The plan is to start using the new logo in the 2022-23 season.

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