FLASH: PWHL Reveals Official Team Names, Logos

The PWHL has unveiled the names and logos for its six franchises ahead of the league’s second season. Take a look at all the new brands—and see what might have been!

▪️ CHAPTERS ▪️
00:00 – Intro & PWHL Recap
02:56 – The Announcement
03:41 – Boston Fleet
04:14 – Minnesota Frost
04:41 – Montréal Victoire
05:32 – New York Sirens
06:20 – Ottawa Charge
07:08 – Toronto Sceptres
08:08 – Jersey Partner: Bauer
08:37 – Other Name Options
10:14 – Wrap-Up

The FLASH REPORT is an Icethetics Original Series that delivers breaking news and announcements in the world of hockey design.

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[tonymuskrat]

Honestly, I hope the Sirens use both the litteral meaning of thier name, and the mythological meaning, too! It'd be such a missed opportunity! Maybe as a tertiary logo?

[unwarranteddesign]

For the Montreal logo the bird shape is likely a reference to traditional Quebecois folk song "Alouette". Montreal's CFL team is called the Alouettes after all, and their logo is also a bird.

[EaganWildcat]

You do not get nearly enough views and love for the quality of work that you do. Great stuff again as always

[TheoriginalQward]

I am disappointed in the Ottawa one. There is a history of using red black and white as their primary colours for their sports team. From NHL, to CFL x2, even the AAA baseball team in the past. I would have preferred Guard as well.

[StevexOwnz]

the Ottawa guard will have been perfect.

[icewyre]

I actually love the name Sceptres. I'm surprised by how little love it's gotten. On the other hand, I'm surprised a lot of people liked the Fleet logo. It's like the Whalers but 10x less creative.

On a side note, though, someone had mentioned to me how they all look like they'd be better as shoulder patches rather than primary logos, and I feel like I fully agree. Victoire seems to hold up as a primary logo, but the rest, I would say, would be better as just shoulder patches.

[youtubesuxnow]

Hey y'all remember the concepts showcase Icethetics used to do?
Man those were good times.

[RonnieS]

Victoire is on point all around, but many of these feel half hearted and lack creativity. Some of these, especially the Charge logo leave a lot to be desired

[TimberWolf]

Whalers were the first thing I thought of seeing the Fleet's logo.

Not a knock at the Fleet, mind, I think it looks fantastic. Just funny that Boston specifically has taken a swipe at the Whalers for the second time.

[Mitsuraga]

Super psyched to see not only jerseys and more merch sporting the Sirens logo (I'm talking pins and different kinds of hats, more shirt designs, etc.), but also cards. The PWHL teased a partnership with Upper Deck forever ago. I'm ready to see my beloved Pizza Rats printed on glossy cardstock!

[scottNNJ]

I’m really quite disappointed in the Sirens. The name has so much potential, yet the logo is a mere wordmark. Also, they’ll be playing at the Prudential Center in New Jersey - a state which has wrongly been branded “New York” by sports teams for many years. (I also wonder if their goal sound will be different from the Devils’ goal horn)

[tincanstan]

The New England Whalers were a charter member of the WHA. They played their innagural season in Boston prior to moving to Hartford. Logo used a barbed harpoon through a rounded W.

Seeing the Boston Fleet use a W flipped sideways with barbs is a full circle representation of that history in my opinon.

A bit surprised that got missed.

[drivethru]

I wasnt happy with the branding, but I think the jerseys can solve that handedly

[georgehand]

The PWHL did an outstanding job with the reveal especially doing it on breakfast telly, all six are amazing especially my Walter Cup champions in Minnesota LET’S GO FROST!!!

[jbgill]

Would have liked to have seen a graphic designer breakdown of what was good and what wasn’t, rather than what sounded like a read-through of the PWHL press release.

[jusducks]

I don't know why plurals are on the outs, at least there are more than originally rumored

[johnnyc.]

Firstly, I’m stoked for the next season! Wish it were possible to get tickets in the big smoke, but they sell out instantly.

Now, I know everyone’s a critic, but my goodness, there were so many great name ideas from the fans that were widely embraced - but none were used. At least they didn’t force the non-S plurals on every team in the end.

[elbowache]

The turned down the Boston Blitz?! Play "Ballroom Blitz" after every goal. It's fun to say. Easy to remember. Thunderbolt motifs. X-mas mascot Blitzen. Headlines like "Blitzkrieg!"

Toronto Tempest?! Storm Motifs? Thunder and wind sounds over the PA to hype the crowd.

And you'll never convince me it shouldn't have been the Minnesota Reign. Literally just the Prince logo on their shirts.

Montreal Victoire is good. I wish the logo was less stylized. It seems like a modernist abstraction of a more clear and obvious logo. One with an actual fleur de lis.

New York Noise.

[cmpalmer]

The jerseys being done by SP is great. I might actually buy one. I just wish we had a team in western canada.

[jbgill]

This brand launch is full of missed opportunities. There are so many sports (and hockey specific) designers out there that could have done so much more for the league and the players. They deserved much, much better.