HV71 is a Swedish professional ice hockey club based in Jönköping, founded on May 24, 1971, as a merger between Husqvarna IF and Vätterstads IK. The club initially used the name Huskvarna/Vätterstads IF, but later that year it was shortened to HV71. The club plays in the Swedish Hockey League (SHL), the top tier of Swedish ice hockey. [1]
Design and History
Since 1971, the club has used a logo featuring the characters “HV71” in blue with a yellow shadow. [2] This original text-based mark has remained the club’s primary identity for most of its history, with a notable interruption during the 1990s.
For the 1994/1995 season, the club rebranded itself as HV71 Blue Bulls and introduced a new logo featuring a blue bull with yellow and red shadowing, with the original logo placed beneath the bull. [2] In 1997, the logo was changed again to feature the words “Blue Bulls” in blue, surrounded by two bull horns and a nose ring in white and yellow, with the original logo placed between the horns. [2]
Since the 2002/2003 season, the club has used only the original 1971 logo. [2] The current primary mark is described as the team name HV71 in blue with a yellow drop shadow and a thin blue outline. [3]
Meaning and Symbolism
The club’s name itself carries the identity’s core meaning. The letters “HV” derive from the two founding clubs, Husqvarna IF and Vätterstads IK, while “71” refers to the year of the merger. [1] The club’s colors are blue and yellow, which are also the colors of the Swedish national flag. [4]
The brief “Blue Bulls” era in the 1990s introduced a bull motif to the identity, which was later abandoned when the club returned to its original text-based logo in 2002. [2]
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