Belfast Giants unveil brand new, new shirts ahead of season opener

The Stena Line Belfast Giants surprised fans on Wednesday night with the launch of the team’s new branding and jerseys.

They were officially unveiled at an event reserved for season ticket holders at the SSE Arena in Belfast.

The Giants deployed a huge 30-meter banner in front of the arena featuring the club’s new logo and “Home of the Stena Line Belfast Giants”.

There was more to the rink, with the new logo displayed on the ice and a new banner reinforcing the ‘Home of the Belfast Giants’ message to fans who returned to the site for the first time since March 2020.

A cinematic video showcased the new brand further, with moving shots of Giant’s Causeway and Belfast city cropped with close-up action shots and cranky poses from the team and coach , Adam Keefe.

The video ended with a first look at the Giants’ new home jersey.

To bring the brand to life, players skated on the ice to show off the team’s new home, away and Challenge Cup jerseys, first developed as part of a new partnership with Warrior, before delighting the teams. fans with a workout. and the opportunity to see their new team in action.

The launch of the new brand marks a coming of age for the Belfast Giants, who will turn 21 in 2021.



A huge 30-meter banner in front of the SSE Arena

Speaking ahead of the event, Steve Thornton, Hockey Operations Manager, said: “The Belfast Giants have always been proud to be history makers and game changers.

“This new brand is designed to continue to develop the game. As well as being sensitive and paying homage to our history, we believe it will help us reach the next generation of Belfast Giants fans and grow our brand there. ‘international.

“During the downtime of the last off-ice season, we had time to review and reflect. While our old logo will always be an important part of our history, we need a branding image that will fit the future and the way we communicate in the digital age.


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“Tonight it’s about more than the launch of a new brand, it’s about the rebirth of this team and the return of ice hockey to Belfast. After 18 months off the ice, we are ready to make up for lost time and make every game count. “

Stena Line returns as main sponsor of the Belfast Giants, marking the partnership’s 10th year.

Simon Palmer of Stena Line added: “We are proud to continue our long-standing relationship with the Belfast Giants as we enter the 2021/22 season, at a pivotal time for the team and the fans.

“No one could have predicted how this team would grow and evolve over the past 21 years and the enormous impact the Belfast Giants have had. This long-awaited and highly anticipated return of ice hockey to Belfast is a special moment for the team and for the fans and we are proud to be a part of it once again.



A selection of Belfast Giants shirts at the SSE Arena

Behind the brand and the jersey

The new Belfast Giants brand was developed by the team’s in-house design team, after months of research into the branding of sports teams, which is moving more and more towards a simple and clean design.

The new brand has two main elements: a new main logo which is a modern and refined take on the iconic team mascot and legend Finn McCool and a separate Belfast Giants wordmark, with the word ‘Belfast’ reflecting the roof arch of the SSE Arena. The subtle use of hexagons on the team’s jerseys and marketing materials also references the legend of Finn McCool and the club’s giant history.

Teal, white and black remain the club’s primary colors and the colors of the home, away and Challenge Cup jerseys, with energizing accents of red and gold.

A brand new Belfast Giants website will launch on Thursday at BelfastGiants.com


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Roy C. Plante

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