The logo is built around the image of a cornflower, a symbol of Belarusian nature and culture. It represents the modesty, diligence and hospitality of Belarusians, while its color palette evokes the spiritual strength of the people. The cornflower petals on the emblem resemble ice crystals, and a subtle letter «M» at the center of the image points to Minsk. The logo also calls to mind a puck and the center circle of a hockey rink.

«The All-Star Week is the KHL’s flagship event, and we wanted its visual identity to reflect the character of the host city. Minsk is a city with a rich culture and a huge love of hockey. The logo brings together two elements: Belarus’ recognizable cultural code and the ice of the rink. I am confident this image will resonate with both fans and athletes,» said KHL Vice President Sergei Dobrokhvalov.

The brand palette includes five colors: blue and light blue convey the shades of the flower and evoke ice, dark blue serves as the background, light green adds a vivid natural accent, and white highlights the key elements. The pattern is built on the geometry of the cornflower and the letter «M» — the alternation of elements resembles a Belarusian ornament, strengthening the link between the event’s identity and national culture.