Y1 is a hockey lifestyle brand, founded in London. The brand seeks to ‘Reinvent The Game’, engaging with upcoming hockey players, pioneering new technologies and promoting equality and diversity in sport.
We were asked by the founders, to capture these values in the design of their new season sticks, while consolidating and developing their existing visual identity.
We created design language that captured the company’s London roots and its high performance composite materials – referencing London architectural patterns to represent the carbon rigidity and power, and London Underground train carriage floors to represent the silicon core, incorporated for ball control and touch.
We built on the existing brand awareness and visual identity by creating a refined sub logo, combining the ‘Y’ and the ‘1’ using the negative space, still contained within the bold circle.
A range of bespoke structural patterns and new technology feature idents were also designed to expand the brand asset collection for use in promotional videos. An LGBT flag detail was added to highlight the companies commitment to ‘Support Equality and Diversity in Sport’.
The design language has future product development in mind. Each season new technologies and features can be represented, incorporating different London architectural patterns and varying the colour-ways inspired by evolving athleisure trends.
The designs will be Internationally premiered by Team GB athletes Phil Roper, Brendan Creed and German GK Tobi Walter at the 17th EuroHockey Nations Championships in Antwerp, Belgium.