2017 IIHF ICE HOCKEY WORLD CHAMPIONSHIP

This logo pays tribute to Robert Müller, the late German national ice hockey goaltender who tragically passed away at a young age. Intentionally breaking from conventional design rules, including the KISS (Keep It Simple, Stupid) principle, the logo honors him as a symbol of dedication, skill, and national pride. Placed at the center in full action, Robert embodies the spirit of German ice hockey, while the French national colors in the background acknowledge the co-hosting of the championship and its international character.

Event Design 2017 IIHF World Championship

The 2017 IIHF World Championship event design celebrates the true heroes of the tournament: the hockey players of both national teams. Drawing on shared elements of sport, culture, art, music, and cuisine, the design creates a bold, dynamic, and memorable visual identity. Starting with black-and-white brushstroke illustrations of the athletes, the design comes to life in vibrant color, placing the players at the center and reflecting both the energy of the sport and the spirit of the host countries. By combining art and athleticism, the event design unites culture and competition in a unique, accessible, and visually striking way.

Thalys Train Branding – 2017 IIHF World Championship

For the 2017 IIHF World Championship, we transformed a Thalys high-speed train into a moving brand icon under the event design theme COLORS. Covering 1,600 meters of specially produced film, the design combined bold colors, brushstrokes, and hockey silhouettes to capture the spirit of the tournament. In partnership with KL Druck, who printed the films and wrapped the entire train in record time, the project became the first fully branded train in IIHF history—uniting Cologne and Paris at high speed.