Frölunda HC is a professional ice hockey club based in Gothenburg, Sweden, competing in the Swedish Hockey League (SHL). The club’s visual identity underwent a major transformation between 2020 and 2022, moving away from a Native American-themed logo and nickname to a new emblem chosen by club members.
Design and History
From 1995, Frölunda used a logo depicting a Native American figure in a feathered headdress, and the club was known as the Frölunda Indians. The nickname and imagery were adopted to reflect that in the 1970s, people referred to the team as “The Wild West” because of its playing style.[1] The logo came under criticism in later years, and in September 2020 the club announced it would change both the nickname and the logo.[2] The club dropped the “Indians” name on 1 September 2021, becoming simply Frölunda HC.[3]
In February 2022, Frölunda unveiled a new logo created with the media agency Sould.[4] The design featured two stylized F letters facing each other, with the space between them forming an H for Hockey.[5] The logo was immediately met with heavy criticism from fans and the public, with some comparing it unfavorably to other brands’ marks and others drawing parallels to Nazi-era symbolism.[6] The club withdrew the logo just two days after its presentation.[7]
Following the backlash, the club invited members to vote on three new alternatives. On 19 April 2022, at a members’ meeting, 141 members voted, and “alternative two” won with 71 votes against 68 for the runner-up.[8] The winning emblem was described as round in shape with green and white as the primary colors, with red also present.[9] The new club emblem was officially launched at the start of the 2022/2023 season.[10]
Meaning and Symbolism
The club’s traditional colors are red, green and white.[11] The earlier Native American logo was intended to reference the team’s “Wild West” reputation from the 1970s.[1] The February 2022 interim logo used two mirrored F letters whose negative space formed an H, a direct reference to the club’s initials and the sport of hockey.[5] No official symbolism has been documented for the member-approved round emblem adopted for the 2022/2023 season.
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