Toronto 
The Professional Women’s Hockey League (PWHL) has introduced distinct team identities for its six franchises as it enters its second season.
Teams from Boston, Minnesota, Montréal, New York, Ottawa, and Toronto now boast unique names, logos, and color schemes to deepen local and fan engagement.
New team identities:
- Boston Fleet: Inspired by Boston’s maritime history, the logo features an anchor and the letter ‘B’ in deep green, symbolizing the city’s resilience.
- Minnesota Frost: Representing Minnesota’s icy heritage, the logo includes a stylized ‘F’ shaped like icicles in purple, emphasizing competitive fierceness.
- Montréal Victoire: Celebrating Montréal’s quest for achievement with a logo that includes wing-like shapes in burgundy, incorporating a fleur-de-lis to honor Québec’s cultural history.
- New York Sirens: Capturing New York City’s vibrant energy, the teal logo mimics sound waves and reflects the city’s architectural style.
- Ottawa Charge: Highlighting Ottawa’s dynamic growth, the logo features a red ‘O’ designed to resemble a spinning object charged with energy, emphasizing forward momentum.
- Toronto Sceptres: Embodying Toronto’s regal identity, the emblem integrates a sceptre motif with the initials ‘T’ and ‘S’ in royal blue, denoting power and strength.
“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 in a media release.
“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.”
(Re)introducing the inaugural six, as you’ve never seen them before:
Boston Fleet
Minnesota Frost
Victoire de Montreal
New York Sirens
Ottawa Charge
Toronto Sceptres pic.twitter.com/oMTyeTbecL— PWHL (@thepwhlofficial) September 9, 2024
The PWHL collaborated with Flower Shop to craft these identities, reflecting the essence of each team’s city and fanbase. New team merchandise, including jerseys and accessories, is currently available, with further special collaborations and collections to be introduced before the 2024-25 season begins.
