Field hockey in Belgium has received a refreshed visual design developed by Minale Design Strategy. The changes are tied to the sport’s growing popularity and preparations for the 2026 World Cup, a key event for the country.
Previously, Belgian hockey was represented by three independent organizations: ARBH, VHL, and LFH. Their structure created management difficulties and prevented the formation of a unified image of the sport for fans, partners, and international federations. To address this issue, the brand Hockey Belgium was established, consolidating all national and regional structures under one umbrella.
The emblem takes the shape of a shield and uses the national colors of black, yellow, and red. At its center is a line resembling a hockey stick that transitions into a lion’s paw. The lion has a strong connection to Belgium’s national heraldry and symbolizes strength, persistence, and the drive to win. The design is minimalist.
The visual system is built on imagery from the hockey field. Markings and lines serve as the foundation for graphic solutions applied in documents, digital products, and promotional materials. This creates a direct link between the brand and the sport.
Hockey Belgium has also developed a system of sub-brands for different areas. Coach Academy trains coaches, Umpire Academy educates referees, Club Academy assists clubs with organizational work, and Hockey 2 School develops school programs. Thanks to a unified visual system, all projects are integrated into the overall brand and perceived as part of a single ecosystem.
In recent years, field hockey in Belgium has shown dynamic growth. The number of registered players has exceeded 60,000, and there are now over 100 clubs. The national teams consistently win medals at World Championships and the Olympic Games, which has increased interest in the sport nationwide.
The updated identity reflects Hockey Belgium’s new role as a center of athletic and educational development. Visual unity helps strengthen its position on the international stage, promotes hockey among younger generations, and attracts new fans.