By Hailey Salvian, Shayna Goldman and Sean Gentille
We waited over a year to get the correct PWHL nickname and logo. Now that we have them thanks to Monday’s official unveiling, we won’t waste any more time.
Of the six new teams – Boston Fleet, Minnesota Frost, Montreal Victory, New York Sirens, Ottawa Charge and Toronto Scepters – which one is our No. 1? How do you measure the rest?
go deeper
PWHL unveils team name, logo: ‘We’re super excited’
Athletic team Hailey Salvian, Shayna Goldman and Sean Gentille teamed up to select the final rankings.
1. Montreal victory
Haley Rank: 1
Sean Rank: 3
Shanna Rank: 1
Xie Na: Everything about Montreal’s look and brand is just a click away. Relative to other names associated with Montreal hockey in the past (and present, really), Victoria feels fresh. It also works for French and English speakers. The maroon color scheme feels grand enough to match the energy the name brings, while the use of cream over white adds a classic feel. Navy blue completes the look and emphasizes the logo. I’m a little picky about other teams, so the combination of the name and logo made this an easy #1 spot for me.
haley: I’m surprised at how much I like Montreal, considering I wish the league could return to the Canadiens from the CWHL era. Anyway, Montreal has the best combination of name and logo, which is why it has an edge over New York and Toronto for me. There are more details to admire in the Montreal logo, especially the fleur-de-lis and the M hidden at the bottom. “Victoria” is also a cool name for a team that features some of the most crucial players in the history of the women’s game.
Sean: I almost feel bad leaving them in third place. I really appreciate the freshness of this bag – even if this bag isn’t groundbreaking, it’s pretty close. And, the logo looks like a diamond! No one else said that!
2. Toronto Scepters
Haley Rank: 3
Sean Rank: 2
Shanna Rank: 2
haley: If you had asked me right after the PWHL was announced, my “Sceptres” would probably be lower than 3rd, maybe I’m just a picky local because I can see Coca-Cola Arena from my apartment. But Toronto’s logo is probably my favorite of the six, and the name is really growing on me – if nothing else, it’s certainly unique. The colors look great, and I do think a team like Toronto—who had fans dressed up as spoons and nurses last season—might have a lot of fun with it. Sarah Nurse’s brand motto is “Queen Energy Only.”
Xie Na: Definitely yes to the logo and color scheme. The name just… I need some time to think about this. The Toronto trailer posted on Twitter the other day made me think “Royal” or “Monarch” was the direction here, and I think either one would be a slap in the face. Sceptres isn’t a bad name, and it’s unique to sports teams that just haven’t come out of their mouths yet.
Sean: I initially didn’t like this nickname – not at all – but it quickly grew on me…if we’re grading on a curve. I don’t like monarchy; Canadian money bothers me because of this. Still, the creativity deserves a thumbs up, and the navy light blue gold combination is original and the best of the bunch. It will be a hit with Taylor Swift fans.
haley: I didn’t take that into consideration at all. Sean is probably the biggest Swiftie of the bunch!
3. New York Sirens
Haley Rank: 2
Sean Rank: 1
Shanna Rank: 6
Sean: When it comes to team names, I’m hard to please. I don’t like collective nouns (i.e. “Kraken”), but I also don’t want to look for more Black Panthers or Vikings. It’s a little sweet spot, and no one hits it more directly than Siren. The logo isn’t my favorite – the wordmark splits the Y in half – but I think it will come across as the center emblem.
The main reason I put them first is this: I don’t think there is any more cohesive name-logo combination. Yes, “Sirens” is a hockey reference, but also a Long Island Sound reference, and I still love that teal, especially with the New York Liberty and Gotham FC. This is the total package.
haley: I was a member of the New York Sirens and didn’t switch to the Montreal bandwagon until the last minute. I think the name “Siren” is my favorite, but the Montreal logo is the deciding factor in my ranking. The colors are great and the synergy with women’s sports in the tri-state area is great. This team also has a lot of potential in terms of in-arena activations. Will we get a giant kraken?
Xie Na: I really like that New York is leaning towards teal to be consistent with Liberty and Gotham. But this name is a no go for me. I know this probably refers to water, but my immediate thought was: “We get it, New York is loud and has a lot of sirens.” I actually prefer Sound, which was one of the original trademarks that leaked last year. That makes sense for a team that travels between New York, Connecticut and New Jersey. As for the logo – remember that Superman S you drew in your notebook in middle school? This feels like a dress-up version.
4. Boston Fleet
Haley Rank: 4
Sean Rank: 4
Shanna Rank: 3
Sean: I have a pretty clear top and bottom three – half the brands seem to be doing one thing and half another – Boston is the best of the second batch, mostly based on logos. It helps that the letter “B” looks a lot like a fishhook, but give credit where it’s due. I also found some references to the Hartford Whaler if you look at it from the side. Am I projecting? Maybe. No matter what, it’s OK. A little bland, but okay. As for the name, I don’t like “fleet”, but I don’t like it either, nor the other (Anglo) collective nouns.
haley: While Boston ranks lower than Montreal, New York, and Toronto, to me, it’s also the best among the other cities. This logo is far superior to both Ottawa and Minnesota – the details inside the B and the anchor shape – although I prefer the name “Charge” to “Fleet”. I can’t imagine developing a sports brand in a city that’s home to the Red Sox, Bruins, and Celtics is easy, but it’s a great entry point.
Xie Na: Boston may have one of the coolest logos here, which really boosts its ranking. The anchor-like B is so sharp. If that W is an intentional reference to the Whalers, I prefer it as a way to celebrate the post-Connecticut Whalers era of New England hockey. I was put off by the name at first, but it’s not that bad. This is an overall nod to Boston’s history and role as a major seaport.
5. Minnesota Frost
Haley Rank: 5
Sean Rank: 5
Shanna Rank: 5
Xie Na: I’m really rooting for “Reign” here, the purple scheme is a nod to Prince, but it’s not a bad direction. Honestly, Minnesota Frost is a pretty morbid name that makes sense for a hockey team without being too cheesy and literal. The reason they’re not ranked higher isn’t because the other teams are so incredible that it’s a process of elimination. The logo just isn’t perfect and drags the entire brand down. “F” is a promising start, but feels very incomplete.
Sean: This feels more like a Create a Team template than any other template. I guess the negative space creates a mountain, it’s… it’s something. Purple dots.
haley: Minnesota is more of a victim of the legal process than any other team when it comes to naming its 2024 team. To be honest, I don’t dislike “Frost” – or any name for that matter – and I like the color, but I can’t stop thinking about the F on cartoon superheroes. I thought it was Frozone, but he wasn’t wearing purple.
6. Ottawa Charge
Haley Rank: 6
Sean Rank: 6
Shanna Rank: 4
Xie Na: Ottawa feels very middle of the road to me. I think the more I look at it, the more I see its flaws. The color scheme doesn’t reinvent the wheel, but the red, yellow, and white are bright and eye-catching on the ice, which I can appreciate. But I agree with what Sean said before about the collective noun in the team name. And the logo (plus the color scheme) gives off a Calgary Flames knockoff feel. I do like the look and logo of the flames, so that’s not necessarily a bad thing. It’s not my favorite!
haley: To be honest, I don’t have strong feelings about Ottawa: the name is good enough for me and the logo is good. The whole Charge vibe would be cool if Daryl Watts was still on the team. Too fast! sorry!
Sean: “Go Charge Go” would make a great arena chant, but the rest of it looks too close to a 1997 software company logo for my taste. sorry.
(Image provided by PWHL)
