Tashkent, Uzbekistan (UzDaily.com) -- There is an opinion that Uzbekistan and hockey do not have any common ground. So it was until 2017, when the president of this Central Asian country approved a program for the development of mass sports, with a special emphasis on hockey. And this summer, a branding agency :OTVETDESIGN developed a positioning platform and visual identity for the new HUMO hockey team.

The Humo Bird of Happiness, known to every resident of Uzbekistan, will help its wards to appear in the VHL and KHL standings - and not only.

Humo was the first professional project that meets the high ambitions of the new leadership of the country. The agency :OTVETDESIGN had a serious task - to develop a brand that reflects the mission assigned to the team. Agency design is always preceded by a serious analytical and strategic part. To explore the unique identity on which the team’s image is based :OTVETDESIGN went to Uzbekistan. In the framework of the research, in-depth interviews were conducted with top managers of the Federation, with professionals in the sports industry, fans and players. Behavioral patterns and insights have helped identify the only valid HUMO positioning hypothesis.

Strategic work showed that the national identity of the people of Uzbekistan is openness and friendliness, a militaristic attitude and a very high level of patriotism. The people are proud of their country and pay great attention to national culture and traditions, the elements of which find their place in their daily lives. The Humo bird from ancient legends and legends unites the team players around victory, and the country's inhabitants around hockey, gathering experienced coaches, talented players, team spirit and bold ambitions under their wing.

The team’s logo is an image of a bird, under the wing of which graphic elements - “feathers” are collected to help it move forward. This image was dictated by the appearance of additional “wings” on the sleeves of the players ’sports uniforms - branded plumage allows them to move faster to the goal and emphasizes the common interests of the entire “flock”. Identity corporate identity develops this idea - getting together, all the elements form a system of patterns that resonate with national ones, but look more relevant.

For the full implementation of the brand, it is important to use the maximum number of touch points. Interiors are a natural step towards the integrated implementation of a new corporate identity. In addition to the team’s uniform and souvenir products, the identity will be implemented on the premises of the Humo Arena ice palace, which was opened in 2019.