The United States Hockey League announced the redesign of its logo this morning, the fifth logo in the junior league’s 36-year history. The new logo appeared in Sports Illustrated prior to the USHL releasing a logo unveil video.
“There were a number of different inspirations in a process that’s been more than a year or more in the making,” said USHL president and commissioner Bob Fallen. “It pays homage to some of the logo elements and design elements from before. We didn’t think we had a logo that was really something that drove as much excitement from a brand standpoint. What we tried to do is simplify it a little bit and we feel confident what people are going to see is different. “
The new USHL logo incorporates elements of all four previous logos in a modern shield. The League’s original two logos included seven stripes with stars, symbolizing the seven original teams. From the third generation logo, the new logo takes from the emphasis on the USHL’s distinction as the country’s only Tier 1 junior hockey league by combing the concept of stripes and stars via the rising star. The fourth and most recent logo can be seen in the text and color scheme of the new logo.
“The star is the focal point of the logo because we are the nation’s only Tier 1 hockey league and the rising star, and the way it was designed, was to be emblematic of the rising fortunes of the players, coaches and officials that have been in the USHL,” added Fallen.
The logo was released five days prior to the 2016 NHL Draft, just one year after no junior league in the world had more players selected in the NHL Draft than the USHL.
“Last year no junior league in the world had more NHL Draft picks than the USHL,” said Fallen. “We’re thinking the new look and the new brand for the USHL will be recognized by an audience far beyond Midwest United States, and really on a global basis.”
In an effort to promote the fastest growing junior league in the world, the USHL Board of Directors voted last year to explore the option of redesigning the logo. Red Eye Design, headquartered in Omaha, NE, won exclusive rights to design the logo after more than 100 renditions were presented to the League. USHL partners Sport Ngin and HockeyTech were involved in the consultation process for the rebranding in addition to the redesign of USHL.com, while Chicago-based video production partner Banner Collective provided the story-telling video for the logo’s release.
Merchandise with the new USHL logo is available at shop.ushl.com. Teams are expected to unveil newly designed websites later this summer.
Headquartered in Chicago, Illinois, the USHL celebrates its 14th season as the nation's only Tier I junior hockey league in 2015-16. A record 37 players were chosen in the 2015 NHL Draft and more than 375 players on team rosters last season committed to NCAA Division I schools, further establishing the USHL as the world’s foremost producer of junior hockey talent.