{"id":22829,"date":"2025-11-12T19:50:15","date_gmt":"2025-11-12T19:50:15","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22829"},"modified":"2025-11-12T19:50:16","modified_gmt":"2025-11-12T19:50:16","slug":"behind-the-scenes-of-the-branding-for-the-two-newest-pwhl-teams","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22829","title":{"rendered":"Behind the scenes of the branding for the two newest PWHL teams"},"content":{"rendered":"

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Before hockey takes center stage\u2014or center rink\u2014during the Winter Olympics in February, the puck will drop for the third season of the Professional Women\u2019s Hockey League later this month.<\/p>\n

This season, the league is welcoming two expansion teams from Seattle and Vancouver, whose additions were first announced in April. Their brand identities, including team names, logos, and colors, have been in the works since about that time, according to Kanan Bhatt-Shah, VP of brand and marketing for the PWHL, and were released to the public last week.<\/p>\n

In other words, say hello to the Seattle Torrent and the Vancouver Goldeneyes.<\/p>\n

\u201cIn both markets, nature is something that is so prevalent,\u201d Bhatt-Shah told Marketing Brew. \u201cFrom the minute you get out of the airport, you can feel it in the air\u2026That was really the starting point from a color standpoint.\u201d<\/p>\n

As was the case for the original six teams, the PWHL\u2019s marketers took their time constructing the identities for the Torrent and Goldeneyes as league execs look to keep the passionate fanbase for women\u2019s hockey engaged through the evolution of the sport.<\/p>\n

Way of the water<\/h2>\n

The first step Bhatt-Shah and her team took when branding the two expansion teams was to identify team colors, she said. For Seattle, water seemed like the way to go, given how prevalent water-related team names already are in the city, like the Mariners, Kraken, Storm, and Seahawks. The primary color palette for the Torrent features slate green and two shades of blue, which are all meant to reflect the waterways in the city, according to the PWHL.<\/p>\n

\u201cWe just kept going back to water,\u201d Bhatt-Shah said.<\/p>\n

The Goldeneyes\u2019 colors include a \u201cpacific blue, coastal cream, and earthy bronze, with hints of sunset gold,\u201d of course, as well as a sky blue, per the league. The team is named after the common goldeneye, a duck that\u2019s often found nesting near Vancouver waterways. The marketing team knew they wanted to consider an animal name fairly early in the process, Bhatt-Shah said, since fans had expressed interest in one since the inaugural six names were announced last year.<\/p>\n

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\u201cThey travel in synchrony, they\u2019re incredibly fast, they have incredible vision, [and] so many amazing attributes that felt like they were incredibly positive, and, oddly enough, incredibly emblematic of what you would want a hockey team to exemplify,\u201d she said.<\/p>\n

Go with the flow<\/h2>\n

Before moving on to logos, Bhatt-Shah said her team needed to make sure the IP was \u201cactually available for use.\u201d Aquatic names are popular even outside of Seattle, but \u201cgoldeneyes\u201d and \u201ctorrent\u201d cleared a \u201crigorous IP process,\u201d she said.<\/p>\n

Once the names were locked in, the branding team, which Bhatt-Shah said included members from both cities, was able to design logos. The Goldeneyes\u2019 logo features a (what else?) goldeneye front and center, encircled by subtle wings. The outer tip of the eye points to the northwest, a nod to Vancouver\u2019s geographical location.<\/p>\n

The Torrent\u2019s logo, meanwhile, is the letter \u201cS,\u201d which is meant to represent both the city and \u201ca rush of water\u2026mirroring river channels,\u201d according to the league.<\/p>\n

The jerseys won\u2019t be emblazoned with the full team names and logos until next season, but the generic jerseys with the city names for the 2025-26 season are already selling fast: The Seattle jerseys broke the league record for the most single-day jersey sales.<\/p>\n

While it was league employees who created the team identities, they also considered input from the fans, and Bhatt-Shah said she\u2019d be happy to see the brands evolve as they\u2019re rolled out.<\/p>\n

\u201cThey\u2019re so passionate, and whether it\u2019s in the YouTube chats, or in person at games, or on social, they tend to be very vocal about what they want to see in a team name, what they love, what are things they hope to see,\u201d she said, later adding that \u201cI honestly cannot wait to see how they take these identities and really take ownership of them and infuse themselves in these team brands.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Before hockey takes center stage\u2014or center rink\u2014during the Winter Olympics in February, the puck will drop for the third season of the Professional Women\u2019s Hockey League later this month. This season, the league is welcoming two expansion teams from Seattle and Vancouver, whose additions were first announced in April. Their brand identities, including team names, […]<\/p>\n","protected":false},"author":1,"featured_media":22830,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22829","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nBehind the scenes of the branding for the two newest PWHL teams | Brandiary<\/title>\n<meta name=\"description\" content=\"Before hockey takes center stage\u2014or center rink\u2014during the Winter Olympics in February, the puck will drop for the third season of the Professional\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=22829\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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