SHL's Frölunda to start over from scratch after outcry over new logo

After one-and-a-half years of work, four advertising agencies and over $100,000 spent, the SHL club Frölunda has decided to start over from scratch after unveiling its new logo earlier this week. The club had been known as the Frölunda Indians since 1995, but dropped the name a while ago in favour of Frölunda HC and announced plans to replace its "Indian head" logo. Since the public reveal of the new one, Frölunda has faced a huge public outcry from fans who feel the new brand is very plain and confusing, as well as accusations of potential plagiarism of alpine ski racer Frida Hansdotter's clothing line logo. They may have a point, as you can see below.

"The members have interpretive precedence and we made a misjudgment, which we regret," said team chairman Mats Grauers at a press conference on Friday.

Grauers said some of the backlash that team executives have received over the last few days was completely uncalled for, saying they were personally attacked online.

"Have opinions, love the team, but do not cross the line," he said Friday.

"Given the development in recent days with everything that has happened, that is the only right thing to do," said Frölunda captain Joel Lundqvist of the decision to start over. "Our fans and members are the heart of this club. It is important that they are behind it. Then everyone will never be happy."

The plan now is to continue using the Indian head logo for another six months at least, and then begin the process again of finding a new logo. The recently created new one was supposed to be implemented at the beginning of the 2022-23 season.

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