Hockey Belgium
Driven by international successes and a growing community, Belgian hockey has become one of the country's major collective sports. As the 2026 World Cup approached, the challenge was to translate this dynamic into a strong, federative and forward-looking brand. Hockey Belgium now embodies the unity of a whole sport, organised, ambitious and fully rooted in Belgian society.
Challenge
In recent years, hockey has seen a remarkable rise in Belgium, driven by exceptional sporting results and growing popularity. This dynamic, however, met with a fragmented image. Three entities (ARBH, VHL and LFH) communicated separately, creating a lack of consistency and readability among practitioners, the general public, partners and the media. As sport reached an international recognition and a base of more than 60,000 members, it became essential to unify speeches and to embody the vitality of Belgian hockey in a single voice.
Solution
The project started with an ambitious brand strategy, built around a clear and shared brand platform. This reflection led to the creation of Hockey Belgium, a unique national brand, symbol of unity and progress. It now brings together the three leagues, known as Royal Belgian Hockey Association, Hockey Vlaanderen and Hockey Wallonie Brussels, within a legible and coherent brand architecture. The whole is carried by a modernised visual identity and a complete graphic system, supported by a federative slogan, "Lets grow together", an expression of solidarity, performance and collective growth.
A federative coat of arms
Hockey Belgium's visual identity is based on a modern coat of arms, inspired by heraldry and enriched with dynamic symbols. Red, a central colour, evokes passion and energy, supported by national colours. The ascending claws and the shape of the stick reflect collective momentum, progression and pride of belonging. This coat of arms becomes a strong landmark for an ambitious national sport.
An identity inspired by the pitch
The graphic system translates the spirit of the game into a structured and distinctive visual language. Lines, angles and lines from the hockey field become the foundation of a flexible and impacting visual universe. Designed for a smooth application on all media, it reinforces the recognition of the brand and its connection to practice.
Beyond sport
Hockey Belgium's identity extends to a range of training, inclusion and performance programmes (Coach Academy, Umpire Academy, Club Academy, Hockey 2 School, Official and High Performance). These variations structure a coherent and unifying ecosystem, supporting the growth of Belgian hockey at all levels.
