Chelyabinsk is an industrial powerhouse with a rich history – and a proud hockey tradition has a special place in that history. Chelyabinsk natives have taken the skills they learned at their local rinks to the biggest international tournaments. Several players have gone on from here to win the Gagarin Cup. It all adds up to one of Russia’s top hockey regions, and one where residents are right behind their hometown teams.
Chelyabinsk’s history forms the foundation of the branding for this season’s All-Star Week.
The 2022 All-Star Week logo recalls the meteorite that fell near Chelyabinsk on Feb. 15, 2013 and made headlines all over the world. Here, it is rendered as a stylized puck shooting across a starry sky. The logo is rhomboid shaped, like the sheets of metal used in the engineering works in the city. The typeface is inspired by Chelyabinsk’s industrial heritage, particularly the construction of tractors and tanks: during World War II, the city was nicknamed ‘Tankograd’. The red and gold colors of the logo reflect the official crest of the Chelyabinsk Region.
The signature motif of the All-Star Week incorporates the meteorite, the tread of a tank and the outline of a metal nut. These elements are combined in a dynamic pattern that brings to mind a hint of frost.
As usual, a full range of souvenirs and memorabilia will be released using the trademark designs and imagery of the KHL’s biggest show of the season.
The All-Star Week runs Jan. 8-16. It opens with the Women’s Hockey League All-Star Game on Jan. 8, followed by the Junior League’s Challenge Cup. Then, on Jan. 15 and 16, we will see the KHL Skill Show and All-Star Game.
Sergei Dobrokhvalov, KHL vice-president:
Each time we create the imagery for the All-Star Week, we pay close attention to the symbols and skyline of the host city, as well as the history of the region that will stage one of our flagship events. Chelyabinsk is a multi-faceted city, so we had several ideas to play with and all of them, one way or another, found their way into the logo and branding. Chelyabinsk is renowned for its meteorite, which sent the city’s name around the whole world. Even for locals, it’s one of the first things that springs to mind about their hometown. Of course, we could hardly ignore the long history of metalworking and engineering, which can be seen in the logo, its typeface and patterns. Overall, the logo and branding subtly combines a wide range of associations and ideas that repay closer attention. I’m happy that our designers came up with another powerful and memorable visual image for the All-Star Week in Chelyabinsk.