Brief

Leeds consultancy Elmwood is giving a gladiatorial edge to England’s ice hockey premier league champions The Sheffield Steelers. Elmwood design director and Steelers fan Mike Owen conceived of creating a series of ‘steel hero’ branded characters. Thus Tommy Plommer, alias The Duke, appears with a crown in his graphic form. The individual player logos are being applied to T-shirts, posters, badges, car stickers and other merchandise. Elmwood has also been commissioned to produce design ideas for a new club strip, the club’s identity and match programmes.