This catchy motto of the 2010 IIHF WORLD CHAMPIONSHIP was introduced to the public on September 2, 2009 on the ice of the "LANXESS arena" in Cologne during a press conference attended by IIHF president Dr. René Fasel.
"An important goal for the world championship in Germany is to maintain the excitement among our longstanding and ever loyal fans as well as to win new friends for our fascinating sport", says Franz Reindl, secretary general of the organizing committee. "Our motto "GERMANY ON ICE"TM provides a perfect basis for this. It is comprehensive, easy to memorize, generates a lot of associations and it does provoke a bit, which is even intentional", adds Reindl, apparently happy about the creation, which has been conceived not by an expensive external agency, but in the inner circle of the marketing/communications department of the organizing committee. Even a special font with the name "ice2010" has been developed for the world championship motto by designer Roy Wedema of IIHF marketing partner Infront.