Moscow is a city that joins in itself historical ages, old traditions, and modern technology. It’s a city renowned in the whole world. The All-Star Week’s brand connects and celebrates all the key elements of the cultural and historical heritage of the Russian capital.
The 2020 All-Star Week’s logo is simple and designed in minimal style. It represents a shield surmounted by merlons to pay homage to the walls of the Moscow Kremlin. Moreover, the merlons are shaped forming an ‘M’, Moscow’s first letter. The main “All Star” inscription is created with an original font, with modern and rethought letters.
The All-Star Week's primary color is red: the color of the Moscow's flag and coat of arms. The main pattern is shaped as an ‘M’: the observer can glimpse the Moscow Metro’s logo in the angles of the pattern, while the color palette successfully combines the ornamentations of the domes of the St. Basil’s Cathedral and the appearance of the modern architecture of Moskva-City.
The fun begins on Jan. 11 with the JHL All-Star Game, with the WHL All-Star Game scheduled for the next day, Jan. 12. The festivities will go on with the All-Star Weekend – the KHL Skill Show and the KHL All-Star Game on Jan. 18 and 19 respectively.
Sergey Dobrokhvalov, KHL Vice-President for Marketing and Communications
- Developing the All-Star Week’s identity, we wanted to celebrate the most-known parts of the host city and region. It was quite obvious to pick the Kremlin since it's one of the first things that remember Moscow. The Kremlin is known across the globe, and this is the reason why it was immortalized in the logo of the 2020 KHL All-Star Week. I think that our designers managed to combine familiar contours, a font that feels ancient and at the same time modern, as well as an exciting color palette. I am sure that the fans will appreciate the identity of the 2020 KHL All-Star Week.