The Professional Women’s Hockey League (PWHL) has officially unveiled the team names and logos for its second season, bringing a new level of excitement and identity to the six franchises. After playing its inaugural season without official names, the PWHL has now introduced the Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, Ottawa Charge, and Toronto Sceptres as the official monikers for the teams. This move comes after the league faced criticism for launching without team names in January 2024. However, the PWHL has responded by developing six brand identities in just nine months, aiming to create a strong connection with fans and establish a unique identity for each franchise.
Boston Fleet: A Tribute to Maritime History
The Boston Fleet takes inspiration from the city’s rich maritime history, with a logo that subtly evokes the iconic Hartford Whalers. The team’s captain, Hilary Knight, describes the name as embodying the relentless and passionate attitude of representing the city on a professional level. The Fleet’s logo reflects this spirit, combining elements of Boston’s history with a modern twist.
Minnesota Frost: A Nod to the State of Hockey
The Minnesota Frost pays homage to the State of Hockey’s deep-rooted love for the ice. The name was chosen after numerous discussions and considerations, highlighting the unique connection between the team and the Minnesota community. The Frost’s logo captures the essence of the team’s identity, symbolizing the cold, wintry landscapes that define the region.
Montréal Victoire: Embracing French Heritage
Montréal Victoire celebrates the city’s French heritage, with a logo that includes a hidden “M” and the fleur-de-lis, a symbol of Québec. The PWHL intentionally chose to keep the name in French, regardless of where the team plays, to represent Montréal and Québec authentically. The Victoire’s logo embodies the team’s pride in its cultural roots and aims to connect with fans on a deeper level.
New York Sirens: A Blend of Sound and Symbolism
The New York Sirens draw inspiration from the sounds of the city and the exhilaration of scoring a goal. Unlike traditional Greek mythology references, the name “Sirens” captures the vibrant energy of New York City. The team’s color scheme, though coincidentally similar to other New York teams, reflects the dynamic spirit of the city and its diverse sports culture.
Ottawa Charge: Reflecting Energy and Enthusiasm
The Ottawa Charge takes its name from the city’s motto, “Advance — Ottawa — En Avant,” symbolizing progress and energy. Team captain Brianne Jenner emphasizes that the name is not just a nod to the city’s government center but also to the fans who bring electric energy to the games. The Charge’s logo embodies strength and determination, reflecting the team’s commitment to excellence on and off the ice.
Toronto Sceptres: A Regal Connection to Royalty
For Toronto, the PWHL sought to establish a connection to royalty, as the city is known as the Queen City. The ornate Sceptre symbolizes power and strength, reflecting the team’s ambition to excel in the league. The Toronto Sceptres’ logo exudes elegance and sophistication, capturing the essence of the city’s regal heritage.
The PWHL’s decision to involve players and team executives in the naming process reflects a commitment to creating meaningful connections with fans and fostering a sense of community within each franchise. By consulting with fans, monitoring social media, and partnering with a creative agency, the league has developed unique team identities that resonate with their respective markets.
Looking ahead, the PWHL plans to release new team jerseys at the end of October or early November, just in time for the 2024-25 regular season. With 30 games per team, including neutral-site matchups, the upcoming season promises to be an exciting showcase of women’s hockey talent and team spirit. As the league continues to grow and evolve, the new team names and logos serve as a symbol of progress and a testament to the PWHL’s dedication to building a strong foundation for women’s hockey.