The ‘W’ was chosen as the focal point of the design to emphasize the league’s athletes.The crossed hockey sticks in the central apex of the ‘W’ provides the visual of a face-off. This element was chosen to illustrate a new beginning in women’s hockey, in the same way a face-off takes place at the beginning of every game.
The logo is made up of six distinct pieces, a numeric portrayal of the six players on the ice for each team and emblematic of the league’s first six teams.The logo is adaptable to form a secondary design that uses the stylized ‘W’ within PWHL text.The PWHL logo reveal was teased in social media posts by players from all six teams including Boston’s Hilary Knight, Minnesota’s Kendall Coyne Schofield, Montreal’s Laura Stacey, New York’s Abby Roque, Ottawa’s Brianne Jenner, and Toronto’s Blayre Turnbull.
The branding was created by Younts Design Inc., a creative studio that assists a wide range of clients in providing unforgettable design that reinforces brands across print, web, and environmental graphics. Based in Baltimore, MD, YDI has worked with sports organizations that include the Los Angeles Dodgers, Boston Red Sox, and Philadelphia Phillies.
