American Hockey League Logos
The Hershey Bears logo features a stylized brown bear with chocolate-inspired tones, representing the AHL’s most successful franchise with 11 Calder Cups and the longest continuous operation in one city since 1938.
Meaning and Symbolism
- The brown and gold color palette references the chocolate products that made Hershey, Pennsylvania famous worldwide and funded the hockey team’s creation
- The bear symbolizes strength, power, and the community connection to Hershey’s chocolate bar mascot
- The chocolate-toned maroon (#472a2b) creates immediate brand association with the Hershey Company while maintaining hockey credibility
- The warm gold accent (#e7d2ad) evokes unwrapped chocolate and championship glory, appropriate for the AHL’s winningest team
History and Evolution
Chocolate manufacturer Milton S. Hershey established the Hershey Hockey Club in 1932 to manage professional hockey teams in the company town he built around his chocolate empire. The Bears joined the American Hockey League for the 1938-39 season, making them the longest continuously operating AHL franchise still playing in its original city. The team name and bear mascot created natural synergy with Hershey’s chocolate products while establishing distinct athletic identity.
From 1938 to 2002, the Bears played at Hersheypark Arena, a 7,286-seat venue built in 1936 that became one of minor league hockey’s most storied facilities. In 2002, the team moved to the newly constructed Giant Center, a modern 10,500-seat arena located less than half a mile from the historic arena. The upgraded facility allowed the Bears to expand their fan experience while maintaining their connection to the community.
The Bears have won 11 Calder Cups, more than any other AHL team, with their most recent championship in 2010. The franchise currently serves as the primary development affiliate for the NHL’s Washington Capitals, a relationship established in 2005. The Bears’ success has made Hershey a desirable destination for prospects, with numerous NHL stars developing their skills in the chocolate town. The logo design has evolved over decades while consistently incorporating chocolate-brown tones that honor Milton Hershey’s founding vision.
Typography and Design
The Hershey Bears identity system balances playful chocolate associations with professional hockey credibility. The maroon (#472a2b), orange-brown (#7e543a), and gold (#e7d2ad) palette creates warmth uncommon in hockey branding, which typically favors cool blues and aggressive reds. The bear illustration style has ranged from fierce to friendly across different eras, with modern versions emphasizing athletic power appropriate for professional hockey. The wordmark typography uses bold, confident letterforms that ensure legibility on jerseys, arena signage, and television broadcasts while maintaining the approachable character of a community-supported franchise.
Frequently Asked Questions
Who designed the Hershey Bears logo? The logo has evolved over 85+ years of franchise history, with various designers contributing to different iterations. The chocolate-brown color scheme has remained constant since Milton Hershey’s original vision in the 1930s.
When was the Hershey Bears logo last updated? The logo has undergone periodic refinements throughout the franchise’s history, with updates typically modernizing the bear illustration while maintaining the signature chocolate-inspired color palette.
What do the colors in the Hershey Bears logo represent? The brown and gold tones represent the chocolate products manufactured by the Hershey Company, connecting the team to Milton Hershey’s legacy while also symbolizing strength, warmth, and the 11 Calder Cup championships won since 1938.
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