CLIENT: UNITED HRADEC KRALOVE – UNIVERSITY HOCKEY TEAM

AMBITION: The ambition was to create a bold, timeless, and instantly recognizable identity that embodies unity, heritage, and strength. The logo’s circular shape symbolizes continuity and cohesion — a team built on community and shared pride. The strong central “U” anchors the design, representing United as both a name and a value — players, fans, and city standing together.

Together, these tones balance heritage with forward momentum. The overall aesthetic aims for retro-modern minimalism: strong geometry, clean typography, and confident simplicity that looks equally sharp on jerseys, merchandise, and digital platforms.