The ECHL is a professional ice hockey league that began in 1988 as the East Coast Hockey League and now operates as a coast-to-coast circuit positioned below the American Hockey League in the North American development hierarchy. The league’s visual identity has remained remarkably consistent since the mid-1990s, centered on a circular emblem with red, white and blue elements that the league itself describes as its “traditional” color scheme.
Design and History
The ECHL’s current primary logo features the league’s initials in bold lettering within a circular format, accompanied by decorative stars and a stylized hockey puck. The league has confirmed that stars have been included in every ECHL logo since 1988, and the mark incorporates what the league calls a “flying puck” element. The logo uses the ECHL’s familiar red, white and blue palette. [1]
The most significant change to the league’s identity came on May 19, 2003, when the East Coast Hockey League officially changed its name to simply “ECHL” to reflect its expanded national footprint. Rather than commissioning a complete logo overhaul, the league erased its old name from the existing mark and kept the bulk of the trademark intact. At the time, ECHL President and CEO Brian McKenna explained the decision: “The retention of ‘ECHL’ allows the expanded league to move forward under an identity that is well known within North American hockey circles.” The league also adopted a new tagline, “America’s Premier AA Hockey League,” to position itself nationally. [2]
The 2003 rebranding drew mixed reactions from branding experts. Some questioned whether an acronym divorced from its geographic meaning would resonate, while others noted the practical value of retaining brand equity. McKenna acknowledged the trade-off: “Initially we had a few folks wonder, ‘Gee, what does it stand for,’ but since then, people have come around to the idea that it is ‘ECHL,’ they know and understand that.” [2]
The current primary logo dates to a design adopted in 1995, which closely resembled the present mark except that it included the league’s full former name and featured stars with yellow outlines. After the 2003 text change, the emblem returned in 2018 with only minor cleanup and strengthening of the outline. [3]
Joe Bosack of The Joe Bosack Graphic Design Company is credited with designing the ECHL logo, as well as the Kelly Cup logo and the logo for the 2003 Compuware/ECHL All-Star Game. [4]
Meaning and Symbolism
The league has documented specific meaning for the stars in its anniversary marks. The 30th Anniversary logo, unveiled in July 2017 for the 2017-18 season, featured five red stars that the league stated represent the original five teams that competed during the ECHL’s inaugural 1988-89 season. That anniversary logo also introduced a new look for the league’s “flying puck” element while maintaining the traditional red, white and blue color scheme. [1]
The league has described the stars as “decorative” elements that have appeared in every ECHL logo since 1988, though no official source provides a documented symbolic meaning for the stars in the standard primary logo beyond their decorative role. [1]
Typography and Design
The ECHL’s official communications refer to the lettering in its marks as “the traditional ECHL-styled lettering,” indicating that the league treats its wordmark typography as a distinctive, established element of its identity. [1]
The league has also applied its identity to postseason branding. In January 2023, the ECHL unveiled a new logo suite for the Kelly Cup Playoffs, marking the first redesign since the original playoff logo was designed in 1997. Designed by Rose Harvest Design, the playoff logo features the current design of the Kelly Cup outlined in the ECHL’s red and blue colors. [5]
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