EV Zug, the Swiss ice hockey club from the city of Zug, unveiled a new logo and brand identity on 28 February 2026, during a National League home game against HC Ambrì-Piotta. The rebrand takes effect at the start of the 2026/27 season, when both the men’s and women’s teams will wear the new mark on their jerseys. The club will finish the 2025/26 season in its previous kit.[1]
Design and History
The new logo is round and features the three letters “EVZ” prominently in white uppercase lettering. The design is consistently rendered in the club colours blue and white, colours that have characterised the EVZ since its founding in 1967.[1][2] The letters carry specific meaning: E stands for ice sports (Eissport), V for Verein, the element that combines sport and the city, and Z for Zug. The V forms a bridge between the E and the Z, symbolising community, cohesion and the togetherness of people, the city and sport.[1]
The rebranding process was announced in May 2025, when the club stated that its current look, especially in the digital realm, had reached its design limits and no longer offered the necessary flexibility.[3] An internal working group collaborated with an external agency on the brand development, actively including the voices of fans, employees, patrons, sponsors and partners in the process.[1] The club’s CEO, Patrick Lengwiler, described the new brand as “dynamic, powerful and also has rough edges.”[4]
In addition to the main logo, six icons representing the club’s history, the city and the region were developed. These include a heritage logo and icons referencing the Zytturm tower, Lake Zug and a crest. The bull, a central element of the previous identity, does not disappear: it appears in the “67 Bull Icon,” associated with the club’s founding year 1967.[5]
The previous logo, featuring a bull charging after a puck, was introduced in 2010. It was designed by the Hotz & Hotz branding company in Steinhausen together with a project group from EVZ. The coat-of-arms was edged in blue with the figure 1967 at the top. The bull was chosen as a symbol for the traditional Zuger Stierenmarkt (cattle market), which historically took place on the site of the new Bossard Arena.[6] At the time, club president Roland Staerkle said the bull was “strong, dynamic and aggressive and represents the power it will bring to our team.”[6]
Before the bull logo, the club used a mark that fans have referred to as the “Fasnachtslogo” (carnival logo), which was retired when the team moved into the new Bossard Arena in 2010.[7] An even earlier logo, used from 1967 to the end of the 1980s, remains popular with fans and was revived on a retro fan jersey released in 2024.[8]
Meaning and Symbolism
The club states that the colours blue and white stand for continuity, recognition and a strong connection to the city and region of Zug. The central leitmotif of the rebranding was “Remembering where we come from, but still moving forward.”[1] The V bridging the E and Z is described as a symbol of what has made the EVZ strong for decades: community, cohesion and the togetherness of people, the city and sport.[1]
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