The 2022 NHL All-Star hosted in the
Neon Capital of the World: Las Vegas!

Logo and support art for the Honda-sponsored 2022 NHL All-Star Las Vegas event identity program.
A performer in gold, wearing a feathered headdress, standing on the ice before a screen displaying the event identity program logo.
A hockey player skating past the performer with All-Star signage behind them.
The front of the arena, emblazoned the All-Star Vegas logo and other graphic assets of the event identity program.
An NHL All-Star Skills patch on the shoulder of a hockey jersey.
NHL All-Star Skills logo, using a poker chip as a framing device, over a backdrop of an ornate, gold pattern.
Several poker chip designs: Fastest Skater, Breakaway Challenge, Save Streak, Hardest Shot, Fountain Face-Off, 21 in '22.

Inspiration for an Event Identity Program

With an All-Star Weekend hosted in Las Vegas, Nevada, it’s easy to go overboard — which is exactly what we did. Las Vegas is home to dazzling neons signs, casinos as far as the eye can see, and more poker chips and playing cards than you can count. So naturally we wanted to channel all of the gratuitous abundance of the Neon Capital of the World into this showstopping, one-of-a-kind event identity program, and our latest All-Star collaboration with NHL’s Paul Conway.

It all started with the primary logo, which features a font aptly named “House of Cards,” built as an amalgamation of the neon casino signs all along the Vegas Strip, including a holding shape referencing the “Welcome to Fabulous Las Vegas” sign. This signage is encapsulated by neon borders and flashing lights that connect at the base of the logo into a pair of hockey sticks. We also gave the logo a bit of perspective to give the impression that you were looking up at this spectacular All-Star neon sign.

For the support art assets, we designed a number of neon tube and playing card patterns and borders, and created custom poker chips for each of the 32 teams. They paired nicely with the 2022 Skills logo and other related events, which of course were big poker chips.

This all came together in one of our most lively event identity programs yet! Our personal favorite bit of activation was the “Fountain Face-Off,” where players slapped hockey pucks into breakaway playing cards in the middle of the iconic fountain at the Bellagio.

Viva Las Vegas!

Horizontal lines over black, containing the ornate red and gold patterns of the event identity program.
Players emerging from a locker room, passing All-Star logos on either side.
DJ in a hockey jersey performing in front of a large NHL neon sign and patterns from the event identity program.
Two players at a press conference, speaking before a backdrop of All-Star logos.
Three alternate marks for NHL AS 22 and other holding shapes framing the NHL logo in gold.
The All-Star hockey team posing for a picture, before them a massive All-Star logo emblazoned on the ice.
Four NHL hockey jerseys hanging in a locker room, above them signage with elements from the event identity program.
Poker chip designs for the 32 hockey teams, each chip framing a team logo.

Unveiling the Logo

“The 2022 Honda NHL All-Star logo is inspired by the glitz and glamour of the neon lights and marquee signs on the historic Las Vegas Strip. The logo itself takes the form of the many classic marquee signs adorning Las Vegas’ numerous hotels and casinos, combined with the shape of the iconic “Welcome to Fabulous Las Vegas” sign. The logo is tilted back as if the viewer is looking up at the marquee. The All-Star type is inspired by the flair of mid-century modern typography familiar to many casinos on the Strip, featuring the eight-pointed glint as the “star.” The color palette pays homage directly to the host team, using the black, red, and gold of the Vegas Golden Knights. The overall dark palette also references how Vegas comes to life at night, with the red and gold accents as the neon lights against the dark sky. The logo is encapsulated with neon tubing that surrounds the mark of title sponsor Honda and includes a pair of hockey sticks at the very bottom.” — from the Press Release

Announcers at a table adorned with the All-Star Vegas logo design.
Musician wearing a sparkling outfit, guitar in hand and standing at a microphone, in from of a design from the event identity program.
Hockey player skating onto the ice past graphic applications utilizing the event identity program.
Giant hockey puck signage, featuring a Oilers player and the All-Star logo.
Another hockey puck sign featuring a player and the logo system.
A player in a press conference, speaking before a backdrop with multiple All-Star Vegas logos.
All-Star Las Vegas logo on a patch of a referee's uniform.
Bellagio fountain at night with a projection of one of the event identity program's alternate marks, reading "Face-Off."
Poker chips with the NHL All-Star Skills logo.
Three celebrities sitting at a table adorned with signage utilizing the event identity program.
Jon Hamm standing in front of a wall with a sign featuring the NHL All-Star Las Vegas logo.
Devil's hockey player on the ice with a large rectangular box featuring the event identity program's alternate marks.
The NHL All-Star Las Vegas logo in gold over black, surrounded by ornate gold patterns.
Bellagio Fountain water show beyond a NHL All-Star Skills logo emblazoned across a platform.
Division logos for the event identity program: ATL, PAC, CEN, MET.
 
 

Client-side Creative Direction: Paul Conway, NHL VP Creative +++ Environmental Graphics: Infinite Scale
On-site Photography: Getty Images

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