The Espoo Blues are one of the top ice hockey teams in the Finnish Elite League, which the IIHF ranks as the second strongest league in Europe.
Blues is blue. Though named Blues, the team had been inconsistent with the use of colour over the years. Kokoro & Moi proposed to make the team's own, strong hue of blue a cornerstone of the new identity, relegating the complementary yellow and black to details. The focus on a single colour is in keeping with the best sports traditions and gives Blues the ownership of the colour blue in the Finnish League. Blues signify big emotions. The titles are large, the numbers are robust, the Blues emblem is big. Strong and minimal layouts make the team colour stand out and give prominence to player photos.
Kokoro & Moi refreshed the Espoo Blues identity, extending from the visual communications guidelines to advertising, and from the products in the fan shop to online and the arena presence of the team.