With the flurry of information out there about potential rebranding of some CWHL teams I felt it was time to look into this a bit deeper. The Toronto Furies have been on the block for an actual team logo for quite some time now. So will this be the year?
According to CWHL Director of Marketing & Communications, it will be. “The CWHL is proud to have called the NHL’s Toronto Maple Leafs a partner for the past three years. This summer the League and the Team have worked closely with Maple Leafs on a branding project for the Furies. The results of this initiative will be announced before the regular season gets underway.”
From what I can gather, the Furies will get a new logo and an updated jersey as a result. It will not doubt be a great improvement and give the team a much greater brand identity as a result. A couple seasons ago, the Furies did have an unofficial logo; however I have not been able to track down the image.
Moving on to the Brampton Thunder, who will also be getting a “new” logo this season and updated jerseys. “Last season the League soft-launched a new logo for the Thunder, which, this season, will be married with new uniforms for a complete visual rebrand of the team.” What does this logo look like and will the color scheme be changing, you may be thinking in your head. This image comes directly from the CWHL website.
It appears that the Thunder will be rebranding to a blue and grey color template with the logo pictured here. This will be a great improvement for a team in need of a brand identity to sell in the large Toronto market.
Along with the new logo, colors and jersey the Thunder will be moving their home dates to Brampton Centennial Arena and we are told that more details regarding this will be announced shortly.
There has also been a great deal of rumors surrounding the Canadian Women’s Hockey League and the potential changing of the name, specifically the “Canadian” reference. In response to these rumors, “We don’t, as you are aware, respond to rumors. However, it is common knowledge that the CWHL has been exploring a name change for the last few seasons, in order to better reflect the truly international composition of our League. For the past five years the CWHL has offered the best American players the opportunity to compete at the highest level at home in Boston. With the league’s recent announcement that it is exploring further expansion in the US market, the prospect of a name change remains front of mind.”
There are three additional things to look forward to for all CWHL fans. First the CWHL will be expanding its relationship with the You Can Play Project, “In 2012, the CWHL was the first professional sports league to partner with the You Can Play Project and continues to be a proud supporter of LGBT rights. In 2016 we will hold our first Pride games in conjunction with You Can Play and other community LGBT organizations. More details in these games will follow in the weeks ahead.”
The other two things to look forward to are 2016 All Star Game and a new merchandise partnership, “The league will also announce its plans for the 2nd CWHL All Star Game. Lastly, we have a big announcement on the horizon related to our new merchandise partnership.”
Clearly it has been a very busy off-season for the CWHL, with many initiatives on the go. Lots of excitement will be had by the varying level of rebranding that the Brampton Thunder, Toronto Furies and Montreal are undergoing.