Crain’s Detroit Business’s Shea on the revamped ‘Hockeytown’ logo/campaign

Crain’s Detroit Business’s Bill Shea examines the Red Wings’ revamped “Hockeytown” logo and advertising campaign:

The Red Wings last month trotted out the refreshed “Hockeytown” logo that re-imagines the phrase in fabric letters that matches the names on player jerseys. It will be heavily used in the team’s TV, signage, and digital marketing campaign all season, on merchandise and apparel, and will show up in many places inside Little Caesars Arena including on the dasher boards. It was removed from the ice for this season so that the iconic Winged Wheel logo could be featured alone (with four corporate advertising logos around it), the team said.

“Hockeytown” as it was felt dated, the team’s top marketing executive said.

“It was time for a refresh,” said Craig Turnbull, senior vice president for marketing and communications for the Red Wings and Olympia Entertainment. “It’ll be much more featured. We’re happy with the way it came out. The reaction from guests has been very positive.”

“Hockeytown” has been a backbone of the team’s branding since the expression was introduced by the Detroit office of ad agency Bozell Worldwide in 1996 to commemorate the Red Wings’ 70th anniversary. It’s become ingrained with the team, players, fans, and was legitimized by the team’s playoff success and six Stanley Cup appearances.

It’s also a registered trademark, along with the Winged Wheel logo. Using “Hockeytown” as a fan-base reminder of the team’s glory years and to reinvigorate their sense of community is one strategy. So is playing defense against any suggestion that anywhere else is Hockeytown.

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