England Ice Hockey is delighted to announce a new era for the sport, with the launch of a new brand identity, website, and the publication of a 2023-2032 strategy outlining the organisation’s vision for the future.

The transition from the English Ice Hockey Association to England Ice Hockey outlines a shift in the way the organisation will position itself to ensure the long-term sustainability of the sport. 

Dynamic brand identity sets up England Ice Hockey’s future 

The dynamic brand takes influence from Olympic pictograms with free-flowing elements combined with ‘England Ice Hockey’ logotype with a customised ‘O’ on Hockey to represent the puck and the centre of the rink. This is complemented by a brand architecture that takes inspiration from the shapes within an ice rink and the curvature of hockey sticks. 

The heritage red from the EIHA logo is retained and is supported by a strong and bold colour palette, adding vibrance and freshness to the new brand.

As part of the brand launch, every women’s and junior league will have its own brand identity, aligned closely to the master brand, and made available to clubs for their websites, shirts and other materials. Working in collaboration with NIHL management, a new identity for the league will be established for the 2024-25 season.

Ensuring a sustainable future for England Ice Hockey

England Ice Hockey’s 2023-2032 strategy outlines a vision for a nation enjoying memorable experiences in ice hockey, through participation, performing to the best of abilities and making continued progression. 

This is brought to life with the organisations mission to create an environment that improves the sport for existing members and welcomes new players, coaches, volunteers and officials into the community, providing the framework and partnerships to develop their talent that enables them to excel.

As part of the strategy, England Ice Hockey will harness four strategic pillars: 

• Participate – Create and deliver programmes that are beneficial to our community.
• Progress – Demonstrate continued growth across all aspects of our sport, promoting and inspiring others to follow our passion.
• Perform – Enable our community to thrive in an environment that allows them to reach their own potential and enjoy the sport at all levels.
• Partner – Uphold the integrity of the organisation, ensuring best practice in full alignment with relevant bodies and our members.

Workstreams will be born out of each of these four strategic pillars to support the organisations goals. England Ice Hockey will report on a yearly basis to the community on its performance through its annual report and to its membership at the Annual General Assembly. 

Click here to view England Ice Hockey’s 2023-2032 Strategy.

A new digital experience the touchpoint for the community

The first phase of a new website has been launched, available at www.englandicehockey.com, and is complemented by updates across all of England Ice Hockey’s social media channels and the launch of a new TikTok account.

The new website is designed to cater for existing community members but also opens the door to newcomers to the sport, explaining how best to get started.

Aligned closely to the new brand, coupled with a clear sitemap and architecture, the new website will provide easier access to rules, regulations and other key documentation and information, as well as delivering more dynamic and relevant news and updates. 

Daniel Smith, independent non-executive director, commented: “This is a significant moment for England Ice Hockey and marks the start of a new future for the sport. 

“As a former player, it was important that the brand identity represented the sport, but also incorporated dynamism and flexibility in its application to make us standout in a crowded marketplace.

“However, a new logo and website is just the start of our journey. Our strategy identifies key workstreams that the organisation will focus on, and these will be complemented by definitive programmes and planning led by experienced personnel within the organisation over the coming years.

“I hope the brand, website and strategy resonates with players, officials, our passionate fans as well as our dedicated volunteers and demonstrates to those entering the sport that our passion is their opportunity.”