News Article | 23rd July 2009 » New Look for New Scimitars

Scimitars unveil new identities for the forthcoming EPL Season!

The Sheffield Scimitars get's a new identity today as the Club launches a new logo and colour scheme along with two new brand initiatives which are all intended to spear-head the Club's approach for the forthcoming EPL ice hockey season which starts on 19th September.

Since taking over the reins of the Scimitars from outgoing Chairman Martin Birch back in April, the new owners Gary Apsley and Ian Johnson have been working hard to establish a new business model for the Club.

The new identity being launched today is the result of many hours work with many different designers and it is something that both Apsley and Johnson were keen to get right. Johnson said, "We wanted something new and fresh. We also wanted something that was more dynamic that conveyed both Sheffield and the Scimitar. I think this new crest is just what I was looking for and I am really pleased with the end result." Apsley added, "The new logo features a scimitar sword and the depiction of a warrior. With the proud history of battling and winning we both felt this new logo captured our imaginations and will undoubtedly become one of the great hockey club crests."

The new logo was created for the Scimitars by Sheffield company Rhino Sports based in Eckington. Designer Shaun Smith said, "This new logo for the Scimitars took many hours of re-work before the Client was happy with it. Now it is finished I think it is a great piece of work and I hope that the Scimitars supporters will love it!"

In addition to the new club crest, there are two new logo's being launched today also. "Scims Hockey" and "Scimdogs Pro Hockey" will be used to promote the Scimitars and the players on merchandise and apparel. This is another area of keen interest to the new owners, Gary Apsley said "We like the secondary brand concept and 'Scims Hockey' was our first choice. When we met with the players they all said they liked the name 'Scimdogs' so we decided to go with that brand which will be used exclusively on players kit."

The date for the shirt launch will be announced shortly.

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26th July 2009
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20th July 2009

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