They are no-names no longer.
In a process nearly a year in the making, the Professional Women’s Hockey League on Monday unveiled the nicknames and logos for each of its six franchises entering its second season.
The announcement was made on CityTV’s Breakfast Television Monday morning.
There’s a Fleet sailing into Boston, a Frost settling in Minnesota and Sirens in New York. For the teams north of the border, there will be Victoire in Montreal, a Charge in Ottawa and the wielding of Sceptres — yes, the Canadian spelling — in Toronto.
The long-anticipated names and logos arrive after time constraints — the league was founded in late June 2023 and began play on Jan. 1 — led to the PWHL spending its inaugural season referring to each team with a PWHL prefix, such as PWHL Minnesota, which won the first Walter Cup championship in May.
It was around that time when league executives Amy Scheer and Kanan Bhatt-Shaw officially signed off on the results in meeting a 10-month deadline to have the names and logos delivered to the PWHL’s suppliers to be printed in time for Season 2, set to open in early December.
“Daunting for sure, but an absolute labour of love,” Scheer, the league vice president of business operations, told The Associated Press. “I think anybody who has worked in sports or is a marketer or brand person would look at this as an opportunity of a lifetime.”
Just don’t ask them to pick a favourite.
“I love all my children equally,” Scheer said with a laugh.
“I’m going to echo that,” added Bhatt-Shaw, VP of brand and marketing. “In real life, I only have one child, and it feels really nice to have seven now.”
Calling the process both stressful and rewarding, the two were tasked with filtering through hundreds of possible names — many of which were eliminated because the PWHL was unable to obtain rights holdings on both sides of the border — designing the logos and finding the right fit to capture the spirit of each market.
Another caveat was carrying over each team’s color schemes from Year 1 for continuity so fans who purchased previous merchandise didn’t look out of place.
As for the nicknames, Scheer and Bhatt-Shaw believe they speak for themselves.
• The Fleet represents Boston’s maritime tradition, with a logo featuring a forward-leaning “B” in the shape of an anchor.
• The Minnesota Frost, the PWHL said, “embodies the State of Hockey’s deep-rooted love for the ice,” with the “F” logo featuring sharp icicle-like points.
• The Victoire name pays tribute to the team’s French-Canadian home, with the logo featuring a blue “M” for Montreal and a fleur-de-lis, a national symbol of Quebec.
• The Sirens are an ode to the New York’s vibrant sights and sounds, and alluding to the goal horn, while the logo features the angular design of the letters “NY” to portray the Big Apple’s skyline.
• The Ottawa Charge reflects the Canadian capital’s motto, “Advance — Ottawa — En Avant,” with a logo featuring a large unfinished letter “O,” that also resembles the letter “C.”
• The Sceptres, the PWHL said, “embody Toronto’s regal history and commanding presence,” and reflect the Ontario capital also being known as the Queen City. The logo features a large sceptre with the letters “T” and “S” incorporated into the handle.
The PWHL worked with New York City-based creative agency Flower Shop to assist in the process. Scheer and Bhatt-Shaw also bounced ideas off a group of PWHL employees, who would vote on potential names, and the two spent last season consulting with fans to get a feel for each market.
Proud and connected as they are of each name and logo, both are aware their choices will spur debate — and criticism — among fans.
“Everybody’s going to sit behind their computers and they’re going to type good, bad and ugly. And that’s OK,” Scheer said. “I feel the process we went through was very thorough. We feel very confident that we’ve got six great names that are bold, they’re confident, they’re strong, competitive and, I think, they resonate with the markets that they’re in.”
She took exception when informed the Fleet “B” logo could also resemble a “W” when turned on its side in what some might perceive as an homage to the NHL’s former Hartford Whalers.
“That ‘B’ is a sideways anchor and only a sideways anchor,” Scheer said.
The Provincial Women’s Hockey League (PWHL) has recently announced that several teams will be rebranding with new names and logos for the upcoming 2024-25 season. This move comes as part of the league’s efforts to modernize and attract a wider audience to women’s hockey.
One of the teams that will be unveiling a new name and logo is the Toronto Aeros, who will now be known as the Toronto Storm. The team’s new logo features a fierce storm cloud with lightning bolts, symbolizing the team’s strength and power on the ice. The rebranding is aimed at creating a more dynamic and exciting image for the team, as well as appealing to younger fans.
Another team undergoing a rebrand is the Ottawa Lady Senators, who will now be called the Ottawa Fury. The team’s new logo features a bold, fiery red fury symbol, representing the team’s passion and determination to succeed. The rebranding is part of the team’s efforts to connect with fans on a deeper level and create a more memorable identity in the league.
In addition to these changes, several other teams in the PWHL will also be revealing new names and logos for the upcoming season. This includes the Mississauga Chiefs, who will now be known as the Mississauga Mavericks, and the Whitby Wolves, who will be rebranding as the Whitby Warriors.
Overall, these new names and logos are a reflection of the PWHL’s commitment to innovation and growth in women’s hockey. By creating more dynamic and engaging identities for their teams, the league hopes to attract new fans and inspire young girls to pursue their dreams in the sport.
Fans can look forward to seeing these new names and logos in action when the 2024-25 PWHL season kicks off later this year. With fresh branding and renewed energy, the league is poised to continue its mission of promoting women’s hockey and empowering female athletes across Ontario.