Professional Women’s Hockey League Unveils Team Identities Ahead of 2nd Season
A major moment has arrived for the Professional Women’s Hockey League (PWHL) with today’s unveiling of all six team identities ahead of the league’s second season.
The much-anticipated identities for the six teams - Boston, Minnesota, Montréal, New York, Ottawa, and Toronto - include team names, logos, colours, and wordmarks. After playing the inaugural season with a name that solely represented their location, each team now has a distinct identity that players can embrace, and fans can rally behind. All teams are retaining their primary colours from season one to maintain a sense of continuity and additional colours have been added to each team’s palette.
The New Team Identities Are As Follows:
Boston Fleet – ‘Fleet’ pays homage to Boston’s collective spirit and rich maritime history, representing the city’s unified strength and resilience. The logo combines the iconic letter ‘B’ in the team’s primary deep green colour with an anchor, symbolizing Boston's identity and nautical heritage. The forward-leaning shape communicates momentum, reflecting the city's sporting legacy and the team's advancement on the ice.
Minnesota Frost - ‘Frost’ embodies the State of Hockey’s deep-rooted love for the ice— and the sport that has become a timeless tradition, bridging generations. The logo features a stylised letter ‘F’ in the team’s core purple with angular edges and sharp points, reminiscent of icicles, while the overall design conveys a sense of competitive intensity and fierceness.
Montréal Victoire - ‘Victoire’ embodies Montréal’s joyously competitive spirit, acting as inspiration for the city to climb to even greater sporting heights. Win or lose, ‘Victoire’ is a mindset, celebrating the city’s pursuit of achievement. The logo features wing-like shapes in the team’s signature deep burgundy colour, subtly alluding to the Goddess of Victory and symbolising strength and agility. A hidden ‘M’ within the wings pays homage to Greater Montréal. Additionally, a fleur-de-lis, a national symbol of Québec, is gracefully integrated and evokes the rich cultural history of the province and the city.
New York Sirens – ‘Sirens’ is an ode to New York City’s one-of-a-kind energy, pace and rhythm – embodying the City’s sounds and people. Sirens also speaks to the sweet sound of the goal horn after the puck goes into the net. The logo, dominated by the team’s vibrant teal, reflects the intensity of New York and evokes the gritty cityscape. The reverberating ‘S’ visually mimics sound waves, and the angular design of the 'NY' pays homage to New York's iconic architecture.
Ottawa Charge - ‘Charge’ pays tribute to Ottawa itself: from the city’s motto 'Advance – Ottawa – En Avant', nodding to its constant state of dynamic growth and forward progress as Canada’s Capital City. The logo, leading with the team’s core colour red, features a monogram ‘O’ designed to convey a sense of energy and movement, signifying the team’s electrifying presence on the ice. The ‘O’ is crafted to resemble a spinning object brimming with electrical current, representing the power that the fans bring to every game. Spikes emanating from the back of the "O" allude to forward momentum. A faceted cut in the front of the ‘O’ introduces a slight nod to the letter ‘C’, linking the design back to the team's name, ‘Charge’.
Toronto Sceptres - The “Sceptres” embody Toronto’s regal history and commanding presence, reflected in the moniker Queen City and iconic places like Queen Street - one of the city’s most culturally vibrant thoroughfares - connecting diverse neighbourhoods and showcasing Toronto’s rich heritage. The ornamented Sceptre itself is a symbol of power and strength found in courts and palaces. Today, it will be wielded on the ice by Toronto’s hockey royalty. The colour palette centres around a rich royal blue. The emblem combines the initials "T" and "S" to represent Toronto Sceptres, with the addition of a sceptre motif to evoke power, reflecting the team's identity and spirit. The bevelled edges add a sense of depth and solidity, enhancing its regal quality and imbuing it with a tangible, prestigious feel, evoking the team’s name and image.
“The unveiling of these new team identities marks a significant milestone for the entire PWHL community,” said Amy Scheer, PWHL senior vice president of business operations. “Over the inaugural season, we rigorously developed the most authentic team brands for each city. The PWHL has united the professional women’s hockey community, and we are excited for these new identities to deepen the connection between the teams and their local communities. We want these to become symbols that our players and fans alike can rally behind as we move forward in this new chapter of our journey.”
"When the PWHL came to us, we understood the significance of this task. We are immensely proud of the collaborative effort on the new team names and thank our PWHL client partners for this incredible opportunity. This project has allowed us to create a powerful connection between each team and the essence of its own market. We are confident that the new names will inspire future generations. At Flower Shop, we value partnerships with like-minded organisations and are honoured to contribute to the advancement of equity in women's sports." said Mary Lou Bunn, co-founder and CEO at Flower Shop.
“The opportunity to work on something that combined our love of sport, fandom and brand building was one we didn’t take lightly. We have a saying at Flower Shop which is, ‘Could this be better?’ and we applied it to every moment like any team. It will be for the fans in cities to fill them with meaning and accentuate their distinctiveness. If we see Sceptres held aloft at games, or giant foam V hands pointing to the rafters in Montreal, we’ll consider this a success” said Al Merry, co-founder and CCO of Flower Shop.
“Our teams were so proud to represent their home markets last season, and as we launch Season Two, we're elevating that pride with new identities that truly embody the spirit of each club,” said Jayna Hefford, PWHL senior vice president of Hockey Operations. “These new names and logos capture the dynamic energy of our athletes and enhance our teams' presence in their cities, building a stronger foundation for the future of our league.”
The PWHL partnered with creative agency Flower Shop to develop the new team identities, which are inspired by the fans, players, and cities in which the teams play. The process was led by PWHL vice president of brand and marketing, Kanan Bhatt-Shah.
