Challenge: Hockey Website Logo Re-Design

Schoolyard Puck

Schoolyard Puck means playing an informal game of hockey, often played in the schoolyard, street, or pond. As in the movie Mighty Ducks II, the team learns lessons taught to them by players who had a love for the game--not for hype or attention. Schoolyard Puck, the website (http://www.schoolyardpuck.com), educates players who may not have an opportunity to purchase expensive equipment, pay for ice time, or hire a trainer.

Simply put, Schoolyard Puck is an online magazine uniting the unprofessional hockey community through tips and stories.

The website started out as a simple blogspot for a local group, but then started attracting national attention from major players in the industry. The site has grown to the point where the quality of the content is not accurately represented by the design. A new logo is the first step in the re-branding process.

The primary audience is mostly made up of men 18-30. Hockey players are willing to take risks and don’t mind getting physical. Players wear brands such as: Bauer, CCM, Mission, and Easton. They drink Gatorade and listen to AC/DC and Metallica. They stay up late. They get in fights, but when it’s all over they shake hands and say good game. They follow the NHL. They are always trying to improve and they hate losing.

The logo should reflect the principles guiding the brand. Just like playing hockey in the neighborhood, the logo should only contain the essentials. It shouldn’t elevate itself with prestige or elegance. Hockey is a fast-paced, intense sport full of emotion. That is why players get in fights, and hockey is like a fight club in a lot of ways. No matter your background, when you step into the game, everyone is equal. It’s a place where ordinary people go all out, give it 100%. Although welcoming and open to all, Schoolyard Puck requires genuine effort as an admission fee, uniting those willing to pay their non-monetary dues. The logo should capture the essence of what Schoolyard Puck is.

The primary place this logo will be seen is on the header of the website. It will also be used as an icon for the corresponding Facebook and YouTube page. It will also be used for promotional material such as bumper stickers, hats, buttons, patches, etc. The logo should be very versatile so it can work on a business card, letter head, or stationary.

As far as specific design suggestions, I realize the name is long so it may be hard to squeeze it all in. Feel free to use a symbol, a letter, or a combination of letters to represent the logo. If you do, please include a version with the full name "Schoolyard Puck" next to the icon. Currently Schoolyard Puck has no official font.