Kölner Haie is a Cologne hockey club that was founded in 1972. The club is among the founding members of the German Ice Hockey League (DEL). Since 1973, the Haie have played in the top German ice hockey division without interruption and have been German Champions eight times during that time.
An extensive rework of the corporate design followed. The word-image-brand of the iconic brand was completely redesigned in this process. A font whose character resembles college fonts of North America served as a basis.
The font was modified and individualized. At the same time, a simplification and purification of the figurative mark followed. The result is a compact and, at the same time, striking new word-image-brand, which is being used to this day.