Hey guys, Here is the design I came up with for your re-branding. I think it would be a really good idea to keep the unique "ICE" word/font from the previous logo, as this is the most recognizeable thing that ties your brand to you and your site. With that said, I took it and paired it with a fresh script font for "jerseys", and then placed it all in an NHL-feeling crest/shield icon. This way, you can use the shield in places where a more "square" design is needed. Yet, you can still use the words horizontally as well when needed (I will show that next!)
And here it is with both of the original fonts, as well as some sticks (just to further emphasize the hockey aspect, even though the name is obvious as it is.)
We like the idea of trying to preserve the ICE from our previous logo, but aren't sure there is a way to make it work broken up in a new setting. We find these designs don't feel cohesive - and seem somewhat patched together with different parts. Also would prefer to see a cleaner concept on white background.