HC Bozen–Bolzano, known commercially as HCB Alto Adige Alperia in Italian or HCB Südtirol Alperia in German, is an Italian professional ice hockey club based in Bolzano, South Tyrol, competing in the ICE Hockey League. The club’s visual identity centers on a stylized fox, a symbol it has used for years, paired with the wordmark “Foxes” in the team’s white and red colors.
Design and History
The fox has been the club’s defining emblem for many years, tied to the team’s “Foxes” nickname. In December 2013, the club presented a new logo featuring the fox and the “Foxes” wordmark in the team’s white and red social colors.[1]
A significant visual refresh came on May 19, 2016. During a press conference, the club announced its new full name, HCB Südtirol-Alto Adige Alperia, and unveiled a new logo. The fox remained the central symbol, but graphic designer Daniele Nettl refreshed the mark, giving it a new, fresher and more aggressive style.[2][3] The new identity was also linked to a new line of fan merchandise.[2]
For the club’s 90th anniversary in 2023, a special celebratory logo was created. It was unveiled on January 1, 2023, before a home match, and was designed to accompany events throughout the season.[4] The anniversary mark kept the traditional fox brand but added a sports-shield perimeter, with white and red borders around the number 90 and the fox. The design’s symmetry is broken only by the diagonal connecting the 9 and the 0.[5]
Meaning and Symbolism
The fox is the club’s long-standing symbol, directly tied to the “Foxes” nickname.[2] The 2016 redesign kept the fox but made it more aggressive, reflecting a refreshed competitive character while maintaining continuity with the past.[3]
For the 90th anniversary logo, designer Daniele Nettl explained his intent: he sought a combination of modernity and historicity, with a custom font of clear modern origin, thinking about the centrality of social media and merchandising. He noted that the blue color used in the celebratory mark was actually the original color of the club, which he was gradually trying to restore in certain contexts. The star in the design was a reference to the club’s ten scudetti at the time.[5]
Typography and Design
For the 90th anniversary logo, Daniele Nettl designed a custom font of “clear modern origin.” He also noted that for some products, a version without the classic fox might be released, since the fox could appear too small and be hard to see on certain merchandise items.[5]
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