The Grizzlys Wolfsburg are a professional ice hockey club based in Wolfsburg, Germany, competing in the Deutsche Eishockey Liga (DEL). The club’s current visual identity dates to July 2015, when the team formerly known as the EHC Grizzly Adams Wolfsburg was renamed and given a new logo ahead of the 2015/16 season.[1]
Design and History
On 24 July 2015, the club announced it would enter the 2015/16 season with a new look. The most visible changes were a new, distinctive logo and the shortened club name “Grizzlys Wolfsburg,” replacing the previous “Grizzly Adams” and “EHC Wolfsburg” branding.[1] The club described the new logo as conveying a young, ambitious and dynamic image, referencing the professional team’s successful development in previous years.[1]
The new mark replaced an earlier depiction of a grizzly bear holding an ice hockey stick with a snarling grizzly bear head, with the new name “Grizzlys Wolfsburg” displayed above it in the club colors.[2] The club’s traditional colors of orange and black were retained through the rebrand.[2]
The new brand identity was conceived and designed by the Berlin agency City-Press GmbH, a long-time partner of the club and the official photo agency of the DEL and the German national ice hockey team. City-Press also developed the accompanying relaunch campaign “EINE NEUE EISZEIT.” (A New Ice Age) together with the club.[1][3]
As part of the brand development process, the club consulted its fan council, made up of spokespeople from the three fan clubs Grizzly Adams, Grizzly Family and Black Orange Supporters, before finalizing the new logo and planned changes.[1]
The 2015 logo has remained in use on the club’s jerseys in subsequent seasons. Club announcements from 2018 and 2021 describe the Grizzlys logo as being applied as a high-quality embroidered patch on the team’s official playing jerseys.[4][5]
Meaning and Symbolism
The club’s official team colors are orange and black.[6] The 2015 redesign replaced the previous full-body bear mascot with a snarling grizzly bear head, a more aggressive motif intended to match the team’s on-ice character. Club head coach Pavel Gross said at the launch: “We are an aggressive, hard-working team that distinguishes itself through its energy and team spirit. Our new brand fits perfectly with the virtues we want to embody as a team on the ice.”[1]
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