Giants unveil new visual identity

Celebrating 21 years of the Giants

Belfast Giants fans were treated to the unveiling of their team's new visual identity at a season ticket event helped on Wednesday evening.

As fans entered the Arena, they were greeted by the new logo on the ice and, after seven years, a new banner on ‘The Bridge’ overlooking the ice reinforced the ‘Home of the Belfast Giants’ message to fans, who, returned to the Arena for the first time since March 2020.

Bringing the brand to life, the players skated out onto the ice to show the team’s new home, away and Challenge Cup jerseys, which have been developed as part of a new partnership with Warrior for the first time, before delighting fans with a practice session and the opportunity to see their new team in action.

Ending the event, in a symbolic nod to the ‘Giants Reborn’ theme, returning fan favourite, defenseman Kevin Raine, shaved off his hair, grown over the last two years, to raise funds and awareness for Action Mental Health, with his hair, measuring 22 inches, donated to the Little Princess Trust.

"The Belfast Giants has always prided itself on being history makers and game-changers," explained head of Hockey Operations Steve Thornton. T'his new brand is designed to continue to grow the game. Whilst being sensitive and paying homage to our history, it will, we believe, help us to reach the next generation of Belfast Giants fans and grow our brand internationally.

"During the downtime of the last season off the ice, we had time to review and reflect. Whilst our old logo will always be an important part of our history, we need branding that will be fit for the future and how we communicate in a digital-first age.

"Tonight is about more than the launch of a new brand though, it’s about the rebirth of this team and the return of ice hockey to Belfast. After 18 months off the ice, we are ready to make up for lost time and make every game count.