Professional Women's Hockey League Unveils Montréal Victoire in League-Wide Team Identity Launch

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Montreal Victoire

Professional Women's Hockey League Unveils Montréal Victoire in League-Wide Team Identity Launch

September 9, 2024 - Professional Women's Hockey League (PWHL)
Montreal Victoire News Release


MONTRÉAL, QC - A major moment has arrived for PWHL Montréal with the Professional Women's Hockey League (PWHL) today unveiling Montréal Victoire among its six team identities ahead of the league's second season.

The much-anticipated identities for the six teams- Boston, Minnesota, Montréal, New York, Ottawa, and Toronto- include team names, logos, colours, and wordmarks. After playing the inaugural season with a name that solely represented their location, each team now has a distinct identity that players can embrace, and fans can rally behind. All teams are retaining their primary colours from season one to maintain a sense of continuity and additional colours have been added to each team's palette.

The team's name '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, 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. The colour palette is anchored by a deep burgundy, representing the city's rich sporting heritage and its unwavering passion for victory, with complementary shades of stone and sophisticated blues adding depth and versatility.

In addition to Montréal Victoire, the PWHL's six new team identities include Boston Fleet, Minnesota Frost, New York Sirens, Ottawa Charge, and Toronto Sceptres.

"The unveiling of these new team identities marks a significant milestone for the entire PWHL community," said Amy Scheer, PWHL Senior Vice President of Business Operations. "Over the inaugural season, we rigorously developed the most authentic team brands for each city. The PWHL has united the professional women's hockey community, and we are excited for these new identities to deepen the connection between the teams and their local communities. We want these to become symbols that our players and fans alike can rally behind as we move forward in this new chapter of our journey."

"Our teams were so proud to represent their home markets last season, and as we launch Season Two, we're elevating that pride with new identities that truly embody the spirit of each club," said Jayna Hefford, PWHL Senior Vice President of Hockey Operations. "These new names and logos capture the dynamic energy of our athletes and enhance our teams' presence in their cities, building a stronger foundation for the future of our league."

The PWHL partnered with creative agency Flower Shop to develop the new team identities, which are inspired by the fans, players, and cities in which the teams play. The process was led by PWHL Vice President of Brand and Marketing, Kanan Bhatt-Shah.

Team gear and accessories are available now at The Official Shop of the PWHL. Each team's collection features the latest trending products, carefully curated based on fan feedback. This includes exclusive offerings from Royalty, the official provider of player off-ice gear, as well as a special collaboration with Peace Collective. Redesigned jerseys, created in collaboration with league partner Bauer, representing the new team identities will be unveiled closer to the start of the 2024-25 season.

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