Hockey club Jokerit official restyling
One of Europe's most recognizable
hockey teams from Helsinki, Finland
ART DIRECTOR AND DESIGNER. CREATOR OF EMBLEM—SUBSIGNS—FONTS—KITS—MERCH—GUIDES. SPORTS DESIGN STUDIO QUBERTEN, MAY 2019
Jokerit is an energetic hockey team that shows modern Finnish style of play. The team has one of the best and unchanged logos.
Working with the emblem and kits of such a strong brand should be based on the respect for more than 50 years of history. Therefore, the emblem received only minor changes. The outline is thinner and cleaner, and the shape of the logo is tighter. Such cosmetic changes benefit the logo (as they make it easier) and do not change the joker’s overall image in the eyes of fans. Updates will be noticed only by the most attentive, which is exactly what you need for an existing and legendary emblem.
The club got some very cool sets of uniforms, with solid graphics. An unexpected solution in the form of a situationally changeable sign was also brought in.
Photo: Jokerit, Mikko Taipale, Viasat, Ilnar Tukhbatov