T7. Th3 2nd, 2024

A behind the scenes look at the development of the Abbotsford Heat logo

June 25th is a big day for Fraser Valley hockey fans as the official logo for one of the newest American Hockey League (AHL) teams, the Abbotsford Heat, is unveiled at an exclusive corporate breakfast event. The AHL is a professional hockey league consisting of farm teams for the National Hockey League (NHL). 84% of NHL players were drafted from the AHL.

Tom Mauthe, President of Hockey Operations for the Abbotsford Heat, says: “We are excited to unveil the logo to our community as they played such a key role in naming our team and in bringing the Heat to the Fraser Valley. Their support has been nothing short of outstanding.”

The logo, developed by Abbotsford’s Domain7, has been much anticipated by local fans. A custom-made font was created, made up of modern, angular shapes, to convey the sense of motion, speed and power which reflects the excitement of the game of hockey.

The logo also features a sense of perspective, set on a dynamic angle that begins larger on the left and narrows in focus toward the right hand side, drawing attention to the puck, which bursts through the letter A in the top right. It calls to mind a decisive goal fired into the top right of the net.

“We wanted to capture the essence of the sport and position Abbotsford as a destination for world-class hockey in the logo and branding, and I think we were able to do that”, explains Abbotsford resident and Lead Designer, Stephen Bau, MGDC.

The puck itself is a classic iconic symbol of hockey, and the name Abbotsford Heat is further depicted in the movement of the puck which also looks somewhat like a flaming comet. The logo represents all the power and passion of the sport through this reference to fire, in both the team name and logo.

The color palette is a sophisticated selection, limited to black, grey, white and red. Among the AHL logos, the Abbotsford Heat’s is unique in its strong, clean look. The red is aggressive, while the black and white elements make a bold statement. Its overall style is professional and polished, exemplifying the level of professional play that has come to Abbotsford.

The season starts in October 2009. Seasons Tickets can be purchased at AbbotsfordHeat.com or by calling 1-877-452-HEAT.

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