Giants unveil brand new, new shirts ahead of opening games

The new brand was officially unveiled at an event reserved for season ticket holders at the SSE Arena in Belfast. A huge 30-meter banner at the front of the arena made a big statement on arrival, sporting the club’s new logo and ‘Home of the Stena Line Belfast Giants’.






© Belfast Giants Scott Conway celebrating the brand new and new jersey for the new season


As fans entered the arena they were greeted with the new logo on the ice and after seven years a new banner on “The Bridge” overlooking the ice reinforced the “Home of the Belfast Giants” message to the fans. fans, who returned to the Arena for the first time since March 2020.

A cinematic video produced by the club’s game night producer and local videographer Neil Whiteside showcased the new brand, with moving shots of Giant’s Causeway and Belfast city cropped with close-up action shots and moody poses from the team and coach Adam Keefe before ending with a first glimpse of 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.

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. While being sensitive and paying homage to our history, this will help us, we believe, reach the next generation of Belfast Giants fans and grow our brand at the 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.

“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 tenth year of the partnership.

Simon Palmer, Stena Line, said: “We are proud to continue our long-standing relationship with the Belfast Giants as we enter the 2021/22 season, which is a milestone moment 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.

Closing the event, in a symbolic nod to the ‘Giants Reborn’ theme, returning fan favorite defenseman Kevin Raine shaved his hair, grown over the past two years, to raise money and raise awareness for Action Mental Health, with her hair, measuring 22 inches, donated to the Little Princess Trust.

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 short animation posted to social media after the event provided fans with more details, following the chat online.

For more information, connect with the Belfast Giants on Facebook, Instagram and Twitter @BelfastGiants using #GiantsReborn


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Roy C. Plante

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