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SHL'S FROLUNDA DECIDES TO UNDERGO A COMPLETE BRAND CHANGE

One of the Swedish Hockey League's top teams has decided to undergo a brand change. After years of being known as the Frolunda Indians and using "The Indian" as its logo, the team has announced it will make a change for next season.

"The board realizes that this message arouses emotions, but at the same time rests confident that the decision is an investment in the future - remember that Frolunda HC has had four club brands since the association was formed in 1944," said the team in a statement on its website.

The nickname Indians was adopted prior to the 1995-1996 season. It refers to the successful years of the 1960s, when fans started to call the team the "Wild West". The Club was known as Vastra Frolunda at the time, which is West Frolunda in English. The team announced it was undertaking a review of the name and logo back in June. The latest announcement of the change is the result of that review.



"Changing the logo will not be an easy process and the association will not take it lightly either," said the team in its statement. "The strength of the upcoming change work is that the association's brand, values ​​and soul do not rest in a symbol."

"For practical and financial reasons, Frolunda HC will play with the Indian on its chest this season."

"The goal is to have a new logo in place for the 2021-2022 season."

Source: Expressen.se
TIM TUCKER
SEPTEMBER 17, 2020  (7H59)
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