Marie-Philip Poulin wore a maroon t-shirt that read “Victoire” on the front, and the Montreal captain said, with a grin: “It’s going to be our mindset.”
“I can now associate a team name and a logo with the greatest professional women’s hockey league in the world,” added the captain of the PWHL’s first-ever champions, Kendall Coyne Schofield. In her team’s case, it’s the Minnesota Frost, who will wear what Coyne Schofield calls “such a strong, bold, intense logo,” featuring a frosty letter ‘F.’
On Monday morning, the PWHL officially announced the names and logos of the six teams who’ll hit the ice in November for Season 2, but for the first time with names beyond each team’s city: Montreal Victoire, Ottawa Charge, Toronto Sceptres, Minnesota Frost, New York Sirens and Boston Fleet.
“Obviously we had an amazing first season, but now to have a team identity is vital,” said Ottawa Charge captain Brianne Jenner. “Specifically ours in Ottawa, it’s not just a nod to the city and being the center of government, it’s a nod to our fans as well. And I hope our fans realize that and embrace that. The electric energy that they brought in our first season was a big part of our identity.”
“Whenever you go into a huddle and cheer for something, it’s nice to be able to name it,” added Hilary Knight, captain of the Boston Fleet.
The team names will get people talking and hot takes flying, and that’s good news, if you ask the PWHL’s senior VP of business operations, Amy Scheer. “People will have their opinion, and they should,” Scheer said, before pointing out that the league devoted the time and energy to this process to feel confident and happy with the outcome.
“We went through hundreds and hundreds and hundreds of names,” Scheer added. “We went through more names than I can count to.”
Some of the names under consideration were leaked last season after they were filed in a trademark application — Ottawa Alert, Toronto Torch, Montreal Echo, Boston Wicked, Minnesota Superior and New York Sound. Overall, the reception online wasn’t very positive.
“Whenever you launch something people are like, ‘Oh I don’t know if I like it,’” Knight said. “I think people really attached to [the names announced Monday]. It just goes to show that there was a lot of thought behind it. The other ones didn’t stick and that’s why we’re the Boston Fleet and we have this colour scheme and it’s going to be incredible. Like, I cannot wait to play in front of our fan base.”
Jerseys will be revealed in either October or early November, Scheer said, and fans will be able to buy replicas. Other team merchandise is now for sale.
All teams retained their primary colour from last season, and there were secondary colour additions, like yellow in Toronto.
These details were officially chosen back in May and kept under wraps until Monday morning. “Our lawyers were pumping out NDAs every day,” Scheer said.
Now the wait is officially over, and after an inaugural season that featured more than a few complaints from fans because the PWHL launched without team names and logos.
“Sometimes the best things in life you have to wait the longest for,” Coyne Schofield said.
Per the league’s news release, below is an explanation behind each team’s name and logo selection.
Montréal Victoire: ‘Victoire’ embodies Montréal’s joyously competitive spirit, acting as inspiration for the city to climb to even greater sporting heights. Win or lose, ‘Victoire’ is a mindset, celebrating the city’s pursuit of achievement. The logo features wing-like shapes in the team’s signature deep burgundy colour, subtly alluding to the Goddess of Victory and symbolizing strength and agility. A hidden ‘M’ within the wings pays homage to Greater Montréal. Additionally, a fleur-de-lis, a national symbol of Québec, is gracefully integrated and evokes the rich cultural history of the province and the city.
Ottawa Charge: ‘Charge’ pays tribute to Ottawa itself: From the city’s motto “Advance – Ottawa – En Avant,” nodding to its constant state of dynamic growth and forward progress as Canada’s Capital City. The logo, leading with the team’s core colour red, features a monogram ‘O’ designed to convey a sense of energy and movement, signifying the team’s electrifying presence on the ice. The ‘O’ is crafted to resemble a spinning object brimming with electrical current, representing the power that the fans bring to every game. Spikes radiating from the back of the ‘O’ emphasize forward momentum and the spirit of the city. A faceted cut in the front of the ‘O’ introduces a slight nod to the letter ‘C,’ linking the design back to the team’s name, ‘Charge.’
Toronto Sceptres: The ‘Sceptres’ embody Toronto’s regal history and commanding presence, reflected in the moniker Queen City and iconic places like Queen Street —one of the city’s most culturally vibrant thoroughfares — connecting diverse neighbourhoods and showcasing Toronto’s rich heritage. The ornamented Sceptre itself is a symbol of power and strength found in courts and palaces. Today, it will be wielded on the ice by Toronto’s hockey royalty. The colour palette centers around a rich royal blue. The emblem combines the initials “T” and “S” to represent Toronto Sceptres, with the addition of a sceptre motif to evoke power, reflecting the team’s identity and spirit. The bevelled edges add a sense of depth and solidity, enhancing its regal quality and imbuing it with a tangible, prestigious feel, evoking the team’s name and image.
Boston Fleet: ‘Fleet’ pays homage to Boston’s collective spirit and rich maritime history, representing the city’s unified strength and resilience. The logo combines the iconic letter ‘B’ in the team’s primary deep green colour with an anchor, symbolizing Boston’s identity and nautical heritage. The forward-leaning shape communicates momentum, reflecting the city’s sporting legacy and the team’s advancement on the ice.
Minnesota Frost: ‘Frost’ embodies the State of Hockey’s deep-rooted love for the ice — and the sport that has become a timeless tradition, bridging generations. The logo features a stylized letter ‘F’ in the team’s core purple with angular edges and sharp points, reminiscent of icicles, while the overall design conveys a sense of competitive intensity and fierceness.
New York Sirens: ‘Sirens’ is an ode to New York City’s one-of-a-kind energy, pace and rhythm — embodying the City’s sounds and people. Sirens also speaks to the sweet sound of the goal horn after the puck goes into the net. The logo, dominated by the team’s vibrant teal, reflects the intensity of New York and evokes the gritty cityscape. The reverberating ‘S’ visually mimics sound waves, and the angular design of the ‘NY’ pays homage to New York’s iconic architecture.