HC Slovan Ústečtí Lvi is a Czech ice hockey club based in Ústí nad Labem. The club’s visual identity has undergone several changes tied directly to its naming history, including a return to the “Ústečtí Lvi” name in 2024. The current mark is a traditional design featuring a lion, a symbol associated with the city of Ústí nad Labem.
Design and History
The club’s identity has shifted alongside its official name. From the 2003/2004 season, the club competed as HC Slovan Ústečtí Lvi, and the lion, a symbol of the city of Ústí nad Labem, was incorporated into the club logo.[1] The official logo at that time depicted a lion with a knight’s helmet, a red shield in the background, the text “HC Slovan” above the shield, and “Ústečtí Lvi” below it.[1]
In June 2014, after twelve years, the club changed its name back to HC Slovan Ústí nad Labem, a name it had used from 1993 to 2002.[2] At the same time, the club presented a new or “renovated” logo.[2] The new mark was worked on by Jan Čaloun, the club’s new sports manager, who said the logo reminded him of the emblem of the Finnish national hockey team, a country where he had spent significant time and which inspired him.[2][3]
In March 2024, the club announced it would again rename itself to HC Slovan Ústečtí Lvi.[4] Club leadership stated that the logo would remain traditional, with only the jerseys changing for the upcoming season.[5] The new jerseys for the 2024/2025 season were presented in July 2024, with one set in traditional blue and yellow and another predominantly white, intended to represent a new beginning.[6]
Meaning and Symbolism
The lion in the club’s logo is directly tied to the city of Ústí nad Labem, as the lion is a symbol of the city.[1] The club’s traditional colors are yellow, blue, and white.[7]
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