PWHL Unveils Team Names and Logos for Six Teams in Year Two

The Professional Women’s Hockey League has officially unveiled the names and logos for its six franchises, following a season that began without them. This announcement marks a milestone for the league, which debuted in January 2024.

The franchises include the Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, Ottawa Charge, and Toronto Sceptres. Previously, the teams were merely identified by their locations, such as PWHL Toronto, and were characterized by a single primary color. Many of these colors have carried over into the new logos, providing continuity for fans.

Hilary Knight, the captain of the Boston team and a prominent figure in U.S. hockey, expressed her excitement over the new names and logos. “In year one, you have to build a culture and somewhat of an identity. Now, to have logos and names, I’m super excited for the fans to have that strong identity,” she stated.

Critics previously voiced concerns about the league’s decision to launch without team names. However, the PWHL cited the limited timeframe between the league’s formation and its inaugural games as a reason for this choice. The organization committed to finalizing the names ahead of its second season, developing six distinct brand identities in just nine months.

Amy Sheer, the league’s senior vice president of business operations, reassured fans about the naming process. “We did a very thorough, thoughtful, and buttoned-up process. I don’t think any of us are sitting here concerned about backlash, understanding that we know that we did things the right way,” she remarked. She also expressed eagerness to see fans embrace and represent the new logos during games.

The Boston Fleet pays homage to the city’s maritime history and features a design that subtly nods to the now-defunct Hartford Whalers of the NHL. Knight described the logo as embodying the “relentless, passionate attitude” that defines the city.

The Minnesota Frost reflects the state’s deep-seated affection for ice hockey. PWHL’s VP of Brand & Marketing, Kanan Bhatt-Shah, noted that “Frost” emerged as a favorite during discussions about various name options, which extended beyond weather-related suggestions.

The Montréal Victoire logo cleverly integrates a “hidden M” symbol alongside a fleur-de-lis, representative of Quebec’s national identity. Sheer highlighted a deliberate choice to maintain the team’s French name regardless of where they play, emphasizing a commitment to representing both Montreal and Quebec authentically.

The New York Sirens draw inspiration from the vibrant sounds of the city, as well as the joyful celebration that follows a goal. Though their color scheme may resemble that of other New York teams, Sheer clarified that this connection was coincidental and not by design.

The Ottawa Charge takes its inspiration from the city’s motto, “Advance — Ottawa — En Avant,” while team captain Brianne Jenner emphasizes that it signifies a broader connection to their fans. “The electric energy that they brought in our first season is a big part of our identity,” Jenner stated.

Toronto’s team, the Sceptres, links to the city’s reputation as the Queen City, with the scepter symbolizing power and strength. The players were consulted during this naming process, although they did not have final approval over the new team names.

The league engaged a creative agency, Flower Shop, to develop these identities. While discussions were held with the NHL about potential naming overlaps, the extent of input from the NHL was limited to coexistence agreements.

In 2023, PWHL owners acquired the assets of the Premier Hockey Federation, including names linked to some franchises also represented in the PWHL. However, Sheer clarified that the PWHL was committed to establishing its own brand identity, leading to the selection of entirely new names for the league.

Currently, new team jerseys are in development and are expected to be available for purchase by late October or early November. Fans can look forward to the 2024-25 PWHL regular-season schedule, which will feature 30 games for each team, including neutral-site matchups.