@media screen and (max-width: 640px) { .t-rec { margin-top: -1px; margin-bottom: -1px; } }
:OTVETDESIGN
Hockey Club
HUMO
Task

To work out a positioning platform for a new hockey team from Uzbekistan

Task

To work out a positioning platform for a new hockey team from Uzbekistan
In 2017, the President of Uzbekistan approved the Program for the Development of Physical Culture and Mass Sports in the country. Special attention was given to the development of hockey.

In 2017, the Ice Hockey Federation was formed in the country. In 2019, the Ice Sports Palace Humo Arena, built in a year and a half, was started up. The plans include joining the International Ice Hockey Federation, and shifting of national teams to the SHL and KHL.

In 2017, the President of Uzbekistan approved the Program for the Development of Physical Culture and Mass Sports in the country. Special attention was given to the development of hockey.

In 2017, the Ice Hockey Federation was formed in the country. In 2019, the Ice Sports Palace Humo Arena, built in a year and a half, was started up. The plans include joining the International Ice Hockey Federation, and shifting of national teams to the SHL and KHL.
Context
The Humo team is the first professional team capabilities and level of training of which are able to meet the ambitions of the country’s leadership.
It is the team that will represent Uzbekistan on the world stage not only with the quality of its game, but also its whole form.

Any sport reflects social attitudes, cultural and ideological values of the society in which it exists. To capture that unique identity that will form the basis of the team’s image, we went to Uzbekistan.
Research

As part of the research, we took a package of measures: a strategic session with top managers of the Federation, a series of in-depth interviews with sports industry experts, players and fans. We also organized a focus group, consisting of potential visitors to future matches.

Special attention was given to survey the country’s residents to identify national identity and unique behavioral patterns.
Conclusions
Residents of Uzbekistan are frank and amicable people. Therefore, in many ways, hockey in this country is rather competition, rivalry, but not war or battle.

The militaristic attitude, traditional for many hockey powers, is nothing to do with the clearly pronounced conflict-free national country’s identity, the benevolent mood and outlook of its inhabitants.

Another important feature of the people of Uzbekistan — a potential loyal target audience of hockey matches — is a very high level of patriotism. Uzbeks are proud of their country and pay great attention to national culture and traditions, elements of which find their place in their everyday lives.
Conclusions
Residents of Uzbekistan are frank and amicable people. Therefore, in many ways, hockey in this country is rather competition, rivalry, but not war or battle.

The militaristic attitude, traditional for many hockey powers, is nothing to do with the clearly pronounced conflict-free national country's identity, the benevolent mood and outlook of its inhabitants.

Another important feature of the people of Uzbekistan — a potential loyal target audience of hockey matches — is a very high level of patriotism. Uzbeks are proud of their country and pay great attention to national culture and traditions, elements of which find their place in their everyday lives.
Result
Humo is a team which essence lies in the ability to unite and connect. Humo unites the team players around victory, and the country’s residents around hockey.
Here, under the wing of the legendary bird Humo from the national epic, the most experienced coaches, the most talented hockey players, the strongest team spirit and the most daring ambitions gathered. Together they teamed up to achieve heights.
Logo

A logo is an image of the bird Humo, the magic bird of happiness from ancient legends. Under its wing are collected various elements — "feathers", together they give it the opportunity to move ahead.
Main logo
Additional logo
Development

Uniform is one of the key bearers of brand ideology in hockey. Humo players got additional "wings" — branded plumage on sleeves. It allows them to move toward the goal faster and emphasizes the commonality of interests of the entire "flock of birds".
Interior
For the full implementation of brand identity, it is essential to use the maximum number of touch points. Branding of interiors is a logical step towards the integrated implementation of a new corporate identity.
Interior
For the full implementation of brand identity, it is essential to use the maximum number of touch points. Branding of interiors is a logical step towards the integrated implementation of a new corporate identity.
Brand Style
Corporate identity develops the idea laid in the brand platform. The same "feathers" from the bird’s wing become its key details.
On closer examination, they turn into swift "rockets" moving toward the goal, which emphasizes the team’s sporting spirit. Gathering together, they form a unique pattern that echoes the national one, but looks more concise and topical.
Other corporate branding projects
Other corporate branding projects