The Champions Hockey League (CHL) is the pan-European club ice hockey competition, organized by the CHL AG based in Zug, Switzerland. The league’s visual identity has undergone two significant redesigns since its founding, most recently in 2024 ahead of its 10th anniversary season.
Design and History
The CHL’s current logo is a hexagonal badge that was introduced with the league’s 2017 rebrand. That identity was developed by the CHL in collaboration with Infront Sports & Media, creative director WesWer Design and branding agency TwelfthMan. The 2017 redesign was part of a broader brand strategy launch presented at the league’s General Assembly in Prague, which also introduced a new competition format. CHL CEO Martin Baumann explained at the time that the league wanted to change the face of European hockey and provide a fresh perspective on the competition. [1]
In May 2024, the CHL launched a new visual identity ahead of its milestone 10th season. The redesign was authored by TwelfthMan, with Ed Reynolds of the agency describing the new “hypercharged platform” as the foundation of every element of the new identity, including colours, typography, graphic language and motion graphics. [2]
Despite the extensive refresh, the hexagonal CHL logo itself was retained. According to the league, the logo served as an important point of reference during the design process, with many cues in the new identity reflecting its sharp edges and hexagonal shape. [2] The outgoing identity, which fans had come to associate with the competition, had been introduced by the league in 2017. [2]
An earlier iteration of the CHL logo predates the current league structure. In August 2008, the IIHF presented a logo for the original Champions Hockey League, designed by the London firm Designwerk. That mark featured a hockey puck shape where two hockey stick blades meet, with the rink’s centre ice area, including the centre circle and centre line, depicted in the middle. [3] [4]
Meaning and Symbolism
The hexagonal geometry of the CHL badge has become a defining element of the league’s broader visual language. In the 2024 identity, TwelfthMan transformed the familiar hexagonal shape into a conceptual space described as an “abstract arena,” designed to immerse viewers in the action. [5] The league’s own communications describe the new identity as capturing “the energy, emotion and raw power of Europe’s very best hockey.” [2]
The 2024 colour palette introduced an adapted CHL Red and an all-new CHL Purple as primary shades, with secondary colours serving as accents. [2]
Typography and Design
As part of the 2024 redesign, TwelfthMan developed a bespoke headline typeface called CHL Hypercharged, drawing inspiration from the dynamism of ice hockey. The typeface was designed to be bold and impactful, and is used across social media graphics, TV overlays and video content. [2] [5]
The 2024 identity also included a special anniversary logo commemorating the CHL’s 10th season, as well as a dedicated CHL Final visual. [2]
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