Founded in 1986, and now with over 20 major honours to their name, the Cardiff Devils consistently challenge for major silverware in the UK’s Elite Ice Hockey League, whilst seeing weekly sellouts at their 3,000-seater rink.

The Devils sought to develop an identity system that is expressive of their dominant past but equipped to face the future. Connecting with fans new and old. A driving ambition to increase audiences and build a distinct brand to match a truly unique and thrilling entertainment experience, both on and off the ice. The brief was always vert clear; how can we make the brand identity simpler, more impactful at all scales but still keep the brand’s soul? The new identity will help carry the Club in writing a new successful chapter on and off the ice.

The new brand, by Cardiff-based and long-term brand partners Limegreentangerine, places an evolved Devils identity at the heart of everything. Finding its strength in its simplicity; a fiery resilience with grit balanced out to a distinct silhouette. The new masthead, the first update in over 27 years to the brand, reimagines the previous well-loved logo in a new, forward-facing, more aggressive guise. The pointed chin, the snarl, the cheekbone, the arched eyebrow, and the furrowed brow all remain, but with added aggression, speed, and poise. The old collar now makes way for flames (flames of hell). Old spirit, new attitude, designed for impact at speed.

The Devils, coming off the back of a season where they averaged over 99% arena capacity in the regular season, are Wales’s only top-flight ice hockey team. They boast upwards of 8 million monthly online impressions, 120k spectators cast weekly over TV and online coverage, and an engaged community program.

A comprehensive toolkit and guidelines pack provides the in-house team with an arsenal of branded assets.