The Kassel Huskies are a German ice hockey club based in Kassel, Hesse, competing in DEL2. The club adopted its current name in 1994 when it qualified for the newly founded Deutsche Eishockey Liga (DEL), taking the Siberian husky as its namesake and symbol.[1]
Design and History
The club’s visual identity centers on a husky head emblem, which appears prominently on team jerseys and merchandise.[2] The official club colors are blue and white.[1]
In 2018, the club pursued a logo redesign as part of a broader effort to refresh its corporate identity and strengthen the Huskies brand. Management described the goal as presenting the team as “more aggressive and biting,” with a stronger focus on the Huskies name.[3] Two proposed designs, developed with a Kassel agency, depicted the husky baring its teeth to convey a more aggressive posture, differing mainly in the lettering.[3]
The club invited fans to vote between the two proposals online. More than 2,000 fans participated, with the winning design receiving 1,679 of 2,079 votes.[4] Despite the clear outcome, the club reversed course in September 2018, announcing it would keep the existing logo. Communications director Christoph Steinbach explained that fan feedback in person and on social media showed strong attachment to the old emblem, and that there were no legal obligations forcing a change.[4]
Earlier that year, the club had clarified that it was not legally compelled to alter the logo. Managing director Joe Gibbs stated that a third party had attempted to secure rights to the Huskies logo, but the club had successfully opposed the claim and retained the right to use it.[5]
Following the decision to retain the logo, the club continued developing its visual presence under the slogan “Im Herzen ein Husky” (A Husky at Heart), which has since appeared on team apparel and club communications.[4][2]
Meaning and Symbolism
The husky emblem directly references the club’s name, adopted in 1994 with the Siberian husky as its model.[1] The club’s blue and white colors are its official team colors and appear throughout its branding and uniforms.[1][2]
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