Official Websites

• https://lausannehc.ch
• https://lausannehc.ch/lausanne-hockey-club-brand-book
• https://shop.lausannehc.ch
• https://business.lausannehc.ch
• https://academy.lausannehc.ch
• https://feminin.lausannehc.ch
• https://fondation.lausannehc.ch
• http://www.lausannehc.ch

Brand Guidelines

2021

Brand Summary

Mission

• To represent the Lausanne Hockey Club with strength, energy, and team spirit, emphasizing unity and competitive excellence.

Core Values

• team spirit
• strength
• energy
• unity
• competitive excellence

Target Audience

• Fans, athletes, and supporters of professional ice hockey, particularly those affiliated with or interested in the Lausanne Hockey Club.

Personality Traits

• aggressive
• dynamic
• bold
• modern
• fierce

Visual Identity Overview

• The visual identity centers on a stylized lion’s head logo, bold use of Ferrari Red, Arctic White, and Obsidian Black, modern sans-serif typography, and dynamic imagery that conveys power, agility, and focus. The branding is consistent across sports, merchandising, and corporate materials, with strict guidelines for logo usage and color palette.

Categories

Brand Imagery

• The image should depict a professional ice hockey goaltender in a crouched, ready position on the ice rink, wearing a full set of protective gear including a helmet with a cage, a jersey with the number 57, large leg pads, a catch glove on the left hand, and a blocker on the right hand. The goalie is positioned in front of the goal net, which includes a metallic frame and netting, with the puck in motion near or on the ice surface. The background should feature a skate-marked ice surface, a blurred advertising board with visible text such as ‘Blan’, and part of the arena’s seating area. The scene should have a dynamic, intense atmosphere, with dust or spray of ice visible around the skates, conveying action. The lighting should be bright, emphasizing the action and the goalie’s protective gear, with shadows and reflections on the ice. The overall color tone should match a hockey environment with cool tones, but could also incorporate accents of red or team colors. Overall, the image captures the power, agility, and focus of the goalkeeper during a game, highlighting the competitive spirit and the branding guidelines of the team or league.
• The image depicted should feature a scene from a hockey team, likely the Lausanne Hockey Club, with players dressed in dark jerseys that include a prominent lion’s head logo in the center of the chest area. The players wear helmets and are in team uniforms that display the letters ‘BCV’ on the shoulders or chest. The jerseys are numbered, with one visible number being 9, and another player in the foreground has a visible ‘8’. The scene is predominantly red-tinted, giving a bold, intense atmosphere. The players are gathered together, possibly on the bench or during a break, with one player in focus showing a thumbs-up gesture. The background shows a hockey rink environment, with indistinct figures and elements suggesting a competitive game setting. The left side of the image features a placeholder for a logo, labeled ‘LOGO’. The overall mood is energetic and team-oriented, with a focus on camaraderie and anticipation.
• The image should depict an ice hockey player standing on an ice rink, wearing a red jersey with the number 61 prominently displayed on the front, and an emblem of a lion’s head. The player is also wearing red gloves, a red helmet, and red hockey pants. The background features the boards surrounding the rink, with various advertisements and banners, including the logos for BCV and other sponsors, with a dark, somewhat blurred arena seating visible behind. The player is holding a hockey stick with both hands, the stick angled across the body, and appears to be in a ready stance. The lighting is bright and even, typical of an indoor ice rink, highlighting the player’s attire and equipment, with the ice surface reflecting some of the light. The player’s face is blurred, and the overall scene conveys a sense of focus and readiness typical of a hockey game or practice.

Color Palette

• Logos are always reproduced in our primary colours. Please refer to colour guidelines in the following section.
• Three contrasting colours lead our primary palette: Ferrari Red, representing the speed and the passion of our athletes on the ice, Arctic White, which symbolizes the core of this sport, and Obsidian Black -the material which our team is made of.
• Ferrari Red Pantone 185 C RGB: R228 G0 B43 HEX: #E4002B CMYK: C0 M100 Y89 K0
• Arctic White RGB: R255 G255 B255 HEX: #FFFFFF CMYK: C0 M0 Y0 K0
• Obsidian Black RGB: R0 G0 B0 HEX: #000000 CMYK: C75 M68 Y67 K90
• Do not use any other colour for our elements
• Do not use combinations where legibility is impaired
• Do not multiply our colours
• Do not use more than one secondary colour to highlight on any single communication
• Do not adjust our colour values
• Never use secondary palette for our logos

Typography

• TYPOGRAPHY
• HEADLINE FDNT
• NDRWESTER PRD AEGULAA
• A B C D E F G H I J K L M N D P Q R S T U V W X V Z A B C D E F G H I J K L M N D P Q ASTUVWXYZ1234567890
• SUPPORTING TYPEFACE
• Panton
• Regular
• ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghij klmnopqrstuvwxyz123 4567890

Logo Usage

• Portrait and Landscape - positive and negative. * to be exclusively used for all sports related materials
• Portrait and Landscape - positive and negative. * to be exclusively used for all merchandising related materials
• Portrait and Landscape - positive and negative. * to be exclusively used for all group corporate related materials
• Logos are always reproduced in our primary colours. Please refer to colour guidelines in the following section.
• On this page are examples of what not to do with the logo. Do not use any other versions of the logo than the approved ones.
• Do not use our old logos
• Do not crop our logos
• Do not re-color our logos
• Do not re-align or re-scale elements
• Do not keyline our logos
• Do not apply effects to our logos
• Never use secondary palette for our logos

Visual Style

• Logos are always reproduced in our primary colours. Please refer to colour guidelines in the following section.
• Three contrasting colours lead our primary palette: Ferrari Red, representing the speed and the passion of our athletes on the ice, Arctic White, which symbolizes the core of this sport, and Obsidian Black -the material which our team is made of.
• Ferrari Red Pantone 185 C RGB: R228 G0 B43 HEX: #E4002B CMYK: C0 M100 Y89 K0
• Arctic White RGB: R255 G255 B255 HEX: #FFFFFF CMYK: C0 M0 Y0 K0
• Obsidian Black RGB: R0 G0 B0 HEX: #000000 CMYK: C75 M68 Y67 K90
• Do not use any other colour for our elements
• Do not use combinations where legibility is impaired
• Do not multiply our colours
• Do not use more than one secondary colour to highlight on any single communication
• Do not adjust our colour values
• Never use secondary palette for our logos
• On this page are examples of what not to do with the logo. Do not use any other versions of the logo than the approved ones.
• Do not use our old logos
• Do not crop our logos
• Do not re-color our logos
• Do not re-align or re-scale elements
• Do not keyline our logos
• Do not apply effects to our logos

Merchandising Guidelines

• MERCHANDISING VERSION

• Primary Use:
• Portrait and Landscape -positive and negative.
• • to be exclusively used for all merchandising related materials

Corporate Guidelines

• Primary Use: Portrait and Landscape -positive and negative. * to be exclusively used for all group corporate related materials

Additional Properties