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Hockey Alberta – proudly unveiling our new visual identity

RED DEER - The newest chapter in the 109-year history of Hockey Alberta begins today.

The body that has overseen amateur hockey in the province since its inception in 1907 is proud to unveil its new visual identity.

The new logo combines a number of elements that focus on how to best represent hockey in Alberta.

Alberta is represented through the use of the official gold and blue colours of the province; a stylized letter ‘A’ that also forms the profile of a net; and the inclusion of the Alberta wordmark at the base of the logo. In addition to the profile of the net, hockey is represented by the silhouette of a player. The player reflects Hockey Alberta’s new Mission statement (adopted in 2015) which focuses on ensuring that all players have the opportunity to participate and enjoy the sport, as well as Hockey Alberta’s status as a member of Hockey Canada.

“We believe the new logo connects our entire organization. For our players from each corner of the province, from grassroots to elite, and for all of our stakeholders who work so hard to ensure everyone has a positive experience in the sport, the new Hockey Alberta brand reflects our pride in our sport in our province,” said Rob Litwinski, Chief Executive Officer of Hockey Alberta.

Hockey Alberta News
Hockey Alberta staff proudly celebrate and display the organization’s new logo.

The new logo was created in conjunction with Paul Ongaro of Stadium Sportswear in Edmonton. It replaces the Hockey Alberta logo that had been in place since 2003, and the Team Alberta logo developed over the past decade.

The new visual identity can be noticed immediately at the Hockey Alberta office in Red Deer, where new exterior signage has been installed; on the website at; on the cover of the 2016-17 Bylaws and Regulations book (also available in digital form on the website); and on all of Hockey Alberta’s social media channels (Facebook, Twitter, LinkedIn and YouTube).

The logo will adorn the jerseys worn by on-ice officials this season, as well as Hockey Alberta’s provincial team jerseys. Unveilings of the new Team Alberta jerseys will be held in the fall for the U16 Male team competing at the Western Canada Challenge (Oct. 18-23) in Calgary, and the U18 Female squad heading to the National Women’s U18 championship (Nov. 9-13) in Regina.

The transition to the new visual identity will continue throughout the fall with a new logo for the Hockey Alberta Foundation, new signage for Hockey Alberta’s Regional Centres located in Grande Prairie, Lloydminster, Lethbridge, Calgary and Edmonton; new event and program logos; and new-look stationery and clothing items.


Pembina doubles grant – almost 60 sets of ice dividers awarded

RED DEER - The response was overwhelming, with nearly 60 minor hockey associations across Alberta applying to receive ice dividers to help operate Hockey Alberta’s Initiation Program within their organizations.

And Pembina Pipeline Corporation has responded by ensuring that every eligible applicant has a set of divider boards in place for the 2016-17 season.

The Initiation Program encourages associations to have dividers in place to split the ice into smaller sections, thereby providing an emphasis on skill development and safety for players six years and under.

Pembina Pipeline and Hockey Alberta originally partnered on a special grant program that would see Pembina fund approximately 30 sets of divider boards for the upcoming season. However, Pembina agreed to double the grant, thereby ensuring none of this year’s applicants are left out.

“We all know that when we sign our kids up for hockey, we’re doing it to provide them with an opportunity to be a part of a team, learn some new skills, and get some exercise, all in a safe and fun environment. We also know that many families and communities have been hit hard by the economic downturn and that having to purchase temporary boards or foam rink dividers in addition to annual fees would be an additional financial burden. This is a real opportunity for Pembina to get involved, as it hits so many of our core values,” said Don Carter, Pembina’s Athabasca District Manager.

The goal of the grant program is to remove the financial burden for Minor Hockey Associations who require these divider boards.

“We were very pleased with the overwhelming response from our associations, as it shows the importance of offering the Initiation Program for their youngest players,” said Mike Klass, Senior Manager, Business Operations, for Hockey Alberta. “Then, we were ecstatic when Pembina agreed to enhance the grant program, thereby ensuring every eligible applicant would receive divider boards.”

Associations receiving support for divider boards to help operate the Initiation Program are: Airdrie, Blackfalds, Bonnyville, Bowden, Camrose, Castor, Clairmont, Claresholm, Coaldale, Crossfield, Delburne, Drayton Valley, Eckville, Edmonton, Edson, Foothills, Fort Macleod, Fort McMurray, Fort Saskatchewan, Girls Hockey Calgary, Grande Prairie, Hanna, Innisfail, Kneehill, Lac La Biche, Lake Bonavista, Leduc, Lethbridge, Manning, Medicine Hat, Midnapore, Millet, New Sarepta, Pembina, Picture Butte, Red Deer, Redwater, Rocky Mountain House, Rycroft, Sherwood Park, Southwest, Spruce View, St. Paul, Sturgeon, Sylvan Lake, Vegreville, Vulcan, Wabamun, and Winfield.

The dividers are scheduled to be delivered in October.

About the Grant Program:

The grant was available to associations using the Initiation Guidelines in the 2016-17 season. Associations could apply for a full set of foam rink dividers (valued at approximately $3,000) or for funding towards the cost of a set of puck board rink dividers (valued at approximately $6,000).

For more information: