Mikkelin Jukurit is a professional ice hockey club based in Mikkeli, Finland, competing in Liiga, the top tier of Finnish ice hockey. The club was founded in 1970 and its visual identity is built around a Viking head emblem, a design that has become closely associated with the team’s regional identity in Etelä-Savo.[1]
Design and History
The current Jukurit logo features a Viking head in a horned helmet, rendered in the club’s colors of blue, yellow, red and white.[2] The club’s official graphic guidelines describe the mark as consisting of a pictorial symbol (the Viking head) and a separate wordmark, with the Viking symbol used as the primary standalone logo element.[3]
The club’s first logo, from its founding year of 1970, was a minimalist design that is documented in a photograph of a vintage Jukurit jacket from that era.[4] In 2004, Jukurit introduced a new logo, replacing the earlier, rougher “Jukuri figure” with the Viking design that remains in use today.[5][6] The 2004 redesign was noted at the time as a significant improvement over the previous mark.[5]
For the club’s tenth Liiga season in 2025-2026, Jukurit announced a visual identity refresh. The club stated that the familiar logo and blue-yellow color scheme would remain unchanged, while the supporting graphic identity would be updated to convey “modern Viking spirit” and fighting spirit. The refresh was developed with advertising agency Mainostoimisto Groteski, which had worked with the club since the 2019-2020 season.[7]
Meaning and Symbolism
The Viking head emblem connects to the club’s name and regional character. The Finnish word “jukuri” is used to describe a stubborn person or an animal, a trait reflected in the club’s identity.[1] The club’s 2025-2026 identity refresh explicitly embraced “modern Viking spirit” and “approachable warrior-like” themes as core brand values.[7]
The club’s colors are blue, yellow, red and white.[8] In 2023, the club returned red to its game jerseys, describing it as one of the team’s characteristic colors, alongside blue and yellow. The 2023-2024 jerseys also featured the club’s original 1970 logo on the sleeve as a tribute to team history.[9]
Typography and Design
According to the club’s official graphic guidelines, the logo consists of the Viking pictorial symbol and a separate “JUKURIT” text logo. The guidelines specify that the Viking symbol is primarily used alone, with the text logo added when needed. The guidelines also define a clear-space requirement around the logo, equal to the height of the letter “I” in the wordmark.[3]
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