Swedish ice hockey staff withdraws the redesign of a controversial brand

Frölunda Hockey Membership, an expert ice hockey staff in Sweden withdrew its redesigned brand two days after its launch due to accusations of plagiarism, references to Nazism and threats to board members. The redesign was supposed to interchange one other controversial brand.

Frölunda HC, an expert ice hockey staff in Sweden, selected February 4 to cancel its brand redesign two days after it was revealed to the general public.

The brand new brand was criticized for plagiarism and a few related it with German symbols from the Nineteen Thirties. But, it was supposed to interchange one other controversial brand.

Frölunda Hockey Membership was based in 1938 in Gothenburg, the second-largest metropolis in Sweden. It competes within the highest league within the nation and was topped twice within the final 4 championships.

The membership’s brand depicted an American Indian since 1995 and Frölunda HC was once referred to as the Frölunda Indians. Throughout profitable years for the membership within the Nineteen Sixties, followers began to nickname it the Wild West however didn’t wish to be related to cowboys or firearms.

Nonetheless, in September 2020, Frölunda HC’s board determined to vary the membership’s model id.

Just like baseball or U.S. soccer groups utilizing Native American names or logos, the membership identify was thought-about offensive and ceased for use final September. In addition they wished to interchange the dated and controversial brand.

The brand new brand withdrawn two days after its official launch

On February 3, Frölunda HC organized a dwell broadcast to disclose the brand new brand design.

Altering a model id and bringing a extra fashionable look can typically increase discontent amongst important supporters who see the membership’s historical past vanishing.

As anticipated, the controversy has been intense amongst followers however “Frölunda HC was ready for a brand new membership model to create sharp reactions”, the membership stated in an announcement. It created “intense debate on media and on social media platforms”, which, for the membership, “testifies to an unlimited dedication for Frölunda HC”.

Frölunda Hockey Membership has a big fan base and sometimes enjoys the best residence attendance within the league.

Amongst upset followers, some hoped the membership would come again to the emblem earlier than 1995, and wished supporters have been extra concerned within the decision-making course of.

Nonetheless, the controversy escalated to a different stage.

Threats, accusations of plagiarism and alleged connection to Nazi symbols

On Thursday, “the tone steadily modified and the brand new membership model was related to symbols from Nineteen Thirties Germany – an analogy the affiliation regrets and strongly dissociates itself from.”

The brand new brand would resemble the Nazi’s Swastika. A web-based neo-Nazi Swedish publication praised the change.

The emblem has additionally been accused of plagiarism.

It was thought-about to be too just like the brand of the sportswear model Hansdotter, based by the previous Swedish alpine skier and Olympics gold medalist Frida Hansdotter. The model was launched few weeks in the past and the similarity additionally stroke the brand new entrepreneur, which raised inner discussions concerning the subsequent steps to take.

It could additionally appear like an actual property advocacy group in Sweden, Fastighetsägarnas.

But, the membership stated they’d employed an organization to confirm the emblem’s uniqueness and keep away from any points.

In keeping with Resume, the membership has invested SEK 1 million (US$107,000) for the redesign. The advertising and marketing company Sould, which created the emblem, labored on it for the reason that summer season of 2021. They took over from one other company because the membership wished a brand new begin on the work, the corporate defined.

To make issues worse, Frölunda HC board members on Thursday began to obtain threatening cellphone calls, emails and textual content messages.

All of it led to an “unsustainable state of affairs” for the group, which referred to as a press convention to make clear every part and announce they determined to withdraw the brand new brand.

“Our evaluation is that the Indian brand will dwell for an additional six months,” stated Frölunda’s chairman Mats Grauers. “We’ll then begin a brand new work. It is going to look totally different. And we are going to do it together with members and supporters of the membership.”

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