ECACHL Unveils New Logo, New Brand Name

The ECAC Hockey League unveiled a new logo to the members of the media as part of the league’s championship weekend festivities at the Times Union Center. The league partnered with SME, Inc., out of New York City, in creating the new brand.


The league engaged in a year-long process with SME to re-identify the ECAC Hockey League’s brand. As part of the process, the brand identity evolved to read ECAC Hockey. As such, the league will from now on be identified simply as ECAC Hockey.

The new logo uses the same blue and red look, but with richer and deeper tones. The font, Civic Black, is a strong traditional typeface that is crisp and bold, while the italic style of the letters and the introduction of a puck in motion, gives the mark a modern feel.

“It was an honor to work with such a prestigious and visionary collegiate institution as the ECAC Hockey League,” said Ed O’Hara, Chairman and Chief Creative Officer of SME. “The ECAC Hockey League represents all that is pure about collegiate athletics. Their new brand strategy positions the league, and its member schools, for long-term success.”