The brand includes an updated logo and wordmark, visual identity, graphic language, colour palette and bespoke font built around the brand essence Home Ice.

TwelfthMan worked closely with renowned icon artist Chris Mitchell to create the logo, which retains the IIHF’s brand equity by maintaining the silhouette of a player and its distinctive rink shape, but the gender-neutral player is now given more prominence and character.  

A moving puck has been incorporated into the new wordmark, giving it a clear ice hockey reference as well as dynamism and personality. A bespoke typeface, meanwhile, captures the energy of the game with the flexibility to work in multiple tones across all levels of IIHF communications, from clear and confident to engaging and expressive.

TwelfthMan creative director Mark Pidgeon said: “It has been a very collaborative process with the IIHF and we feel the new brand really captures the essence of the sport and their organisation. We needed to make sure that the brand would work across the IIHF’s many different competitions and initiatives as well as having the flexibility to speak to a wide-range of people, from governance to more expressive fan-focused content. We are really looking forward now to seeing the brand come to life.”

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IIHF Director General Matti Nurminen added:

“This new brand represents more than just a visual update - it’s a statement of who we are and where we are going. Home Ice reflects our belief that every fan, player and partner should feel a sense of belonging in the global ice hockey community. With this evolution, we are building a platform that is inclusive, modern, and ready for the future of our sport.”

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Founded in 1908, the IIHF is ice hockey’s world governing body and counts 84 member national associations. The IIHF presides over ice hockey at the Olympic Winter Games and the IIHF World Championships at all levels: senior men, senior women, U20 men, and U18 men and women.