The SC Rapperswil-Jona Lakers, a Swiss ice hockey club based in Rapperswil-Jona, unveiled a new visual identity on 30 April 2026. The design marks a deliberate return to the club’s roots, reviving the historic “e” logo originally created in the early 1970s by graphic designer Walter Brack. The new identity was presented in two versions at an event in Rapperswil Castle.[1]
Design and History
The “e” logo, which the club describes as standing for ice sport (“Eissport”) according to legend, was used in various forms until 2005. That year, the SCRJ adopted the Lakers name and introduced a new logo featuring a wave and wings alongside the new color ice blue.[1]
The 2005 rebrand was developed with the Zurich agency TWFE under creative director Marco Fumasoli. The agency described the then-current logo, consisting of an “e” with wings, as symbolizing a puck, with blue stars in the “e” representing Jona and suggested roses representing Rapperswil. The club adopted the Lakers name to create a shared identity for the Obersee region, with “Lakers” chosen for its phonetic appeal and its connection to the region’s lakes.[2]
Following relegation to the Nationalliga B, the club returned to red-white-blue colors and reintroduced the “e” logo, supplemented with the distinctive Lakers lettering. This version was created in collaboration with various fan and supporter organizations and was presented ahead of the 2015/16 season.[3]
The 2026 identity again returns to the “e” logo, now offered in two variants: a standalone image mark (the reduced “e” symbol without text) and a combined word-image mark pairing the “e” with the lettering “SC Rapperswil-Jona Lakers.” The text-free “e” is used on jerseys, in the stadium, on merchandise, social media, graphics, videos, and as the TV logo. The word-image mark is reserved for official documents, staff clothing, the website, and communications from the Lakers Sport AG.[1]
Club managing director Markus Bütler said the previous logo had been “tidied up,” modernized, and simplified, with TV visibility among the considerations. The design was developed in close collaboration between the club and its fans and was graphically implemented by René Schmid, the Lakers’ creative producer.[1]
Meaning and Symbolism
According to the club, the “e” stands for ice sport, as legend has it. The colors are based on the US flag, reflecting the North American influence on European life at the time the original logo was created, and the rose represents Rapperswil.[1]
The club’s official colors are red, white, and blue, a palette that was restored after the 2015 rebrand and remains in use with the 2026 identity.[3]
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