System design for dominant hockey. Identity of HC Lokomotiv

Lokomotiv is one of the leading hockey clubs in Russia. The club academy regularly produces high-class players so the team’s fame has long gone beyond the Yaroslavl region. The recognizable logo is made in accordance with the canons of the traditional sign of the railway workers’ sports society. The studio redesigned the logo, that was later used on the alternate kits in several pre-season tournaments.

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Logo

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Modern sports design trends suggest the rejection of direct references to the sport in team logos. For Lokomotiv, the puck and wing on the emblem are a reference to the symbols of the Ministry of Russian Railways. However, with the transition of the holding company to a technological emblem in 2007, the winged wheel became just a part of history.

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The word “locomotive” means movement (from Latin. loco moveo — “to move”). The silhouette of the leading team on the new logo has become geometric, showing not only the rapid movement, but the power. This image corresponds to the philosophy of the game, where success requires a combination of speed and strength. The logo is made with traditional attention to details. The angles converge at the perspective point, which adds dynamic to the sign.

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Subelements

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The identity also has subelements in addition to the main logo. The Cyrillic and Latin versions of lettering are placed on a strict ceremonial ribbon. The LY monogram, previously developed by the studio, has been adapted to match the alternative logo. Like the mourning ribbon, a silent reminder of a tragic page in the team’s history, it retains the same balance of thickness and angles as the main sign. The shield and the letter «Я» (cyrillic) with the bear, the heraldic symbol of Yaroslavl, serve as additional identification. Despite the rigidity of the structure, the design system maintains a balance: the “soft” conjugations of letters and numbers look organic.

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Numbers

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The main numbers are placed on the back of the game jersey, the duplicate numbers are on the sleeves. The rule in the guide suggest using the classic writing for surnames, and for those that are longer than 10 characters, a narrow one. The font contains a full set of diacritical characters.

Font

The sports font set was developed by a North American type foundry VarsityType. Fortunately, the studio was allowed to localize the font into Cyrillic with the addition of the necessary symbols, such as rouble sign. The letters «Л» and «Д» (cyrillic) are triangular by default, referring to the main logo, but can be replaced with trapezoidal ones.

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Palette

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The color scheme includes traditional red and two shades of blue: bright and deep.

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Anniversery logo

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Work on the development of a new style of Lokomotiv began shortly before one of the memorable dates in modern history — the 30th anniversary of the club. The anniversary logo became a logical continuation of the project. Roman XXX, that is 30, is transformed into a reinterpreted road sign “Multi-track Railway”.

Corporate identity

The patterns are based on the aesthetics of railway travel and workshop accessories. In one of the patterns, the arrow paths form the letter «Л» (latin L), the other consists of parts of the letter itself. The pattern with the inscription “Loko” creates an optical illusion resembling a railway track from the window of a moving train.

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