Almost a year ago, we reported on the dramatic launch of the Professional Women’s Hockey League (PWHL) and the unveiling of its excellently designed logo, celebrating women’s sports. In the inaugural season, which ran from January to May 2024, the PWHL teams from Boston, Minnesota, Montreal, New York, Ottawa, and Toronto competed under their city names and the league’s sticks and puck emblem. The Minnesota team emerged as the first winner of the league’s trophy, the Walter Cup. Now preparing for its second season, the six hockey clubs have revealed more distinct identities, adopting unique names and attractive logos, all developed by the Flower Shop studio from New York City.
The studio successfully created distinct identities for all six teams, making each one stand out. While the teams appeared like identical twins before, now each has its own distinctive face. Let’s delve into the colorful family of the PWHL:
Boston Fleet
Boston, known for its rich maritime history and naval traditions, chose the name “Fleet” to reflect the city’s nautical heritage. The team’s emblem features a letter “B” designed to resemble an anchor and colored in sea green. The sloped shape of the “B” suggests forward momentum, symbolizing Boston’s hockey legacy and the team’s drive for victory, while the waves inside the letter enhance the maritime theme. The Boston Fleet wordmark follows the same forward-leaning design, with spiky corners—a common technique in sports branding.
Minnesota Frost
The team from Saint Paul, Minnesota, opted for an icy theme. “Frost” celebrates the state’s deep-rooted love for hockey, a sport that has been central to Minnesota’s culture for decades, with teams like the Minnesota North Stars and Minnesota Wild in the NHL. It’s fitting that the Saint Paul team won the first PWHL season. Going forward, a stylized “F” with sharp points and angular edges will be the team’s symbol, evoking frost and icicles while conveying the Frost’s competitive spirit with a cool purple hue.
Montreal Victoire
“Victoire” (“Victory”) is a powerful word reflecting Montreal’s competitive spirit, driving both athletes and everyday citizens of the Quebecois capital to conquer new heights. The Montreal Victoire identity honors Quebec’s heritage, incorporating a fleur-de-lis and the province’s traditional burgundy color. The logo features a diamond-shaped structure called the Wings of Triumph, composed of geometric shapes. A stylized “M” is highlighted with dark blue figures within the diamond. The primary emblem also includes a Victoire wordmark with geometric letterforms.
New York Sirens
The “Sirens” name draws inspiration from New York City’s rhythmic energy. Conceptually, the mythical sirens’ songs are associated with the sound of a goal horn, a sweet sound to fans’ ears. The team’s logo features a vibrant “Sirens” wordmark set against a hexagonal background with “NY” inside. The bulky, angular forms in the design pay homage to the city and its monumental architecture.
Ottawa Charge
As with the other teams, the name “Charge” is linked to its city, referencing the Canadian capital’s motto: “Advance – Ottawa – En Avant.” The logo exudes energy, featuring a monogram “O” designed to look like a “spinning object charged with electricity,” with spikes radiating from it. The “charge connection” on the right side of the letter suggests a “C,” while the same dynamic design is used for the “C” in the Ottawa Charge wordmark.
Toronto Sceptres
“Sceptres” refers to Toronto’s history and its connection to British royalty. Many of the city’s landmarks, such as Queen’s Park and Queen Street, are named in honor of Queen Victoria. The team’s logo showcases a regal monogram of a “T” and “S,” forming a golden scepter—a symbol of power and strength. The beveled edges enhance the logo’s regal appearance, and the Sceptres’ identity combines gold with a rich blue color.
In conclusion, Flower Shop has done excellent work in creating six distinct logos. While one might find minor flaws in terms of shapes, colors, or overall concepts, these are initial brandings for teams that only formed a year ago. They’re a solid starting point, and as the PWHL clubs continue to develop and build their traditions, their visual identities will likely evolve to reflect their future experiences and victories.
