The Highly Anticipated Names, Logos, and Colours are Inspired by the Fans, Players, and Cities in which the Six PWHL Teams Play
TORONTO, ON (September 9, 2024) – A major moment has arrived for PWHL Toronto with the Professional Women’s Hockey League (PWHL) today unveiling Toronto Sceptres 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 name ‘Sceptres’ honors Toronto with an interpretation aiming squarely at the future. The team has worked to wield its power on merit, much like the city, which has built itself into Canada’s business and cultural center. The sceptre has historically been a symbol of leadership and empowerment across cultures and continents—and that’s just what the Sceptres name will be for the team. Beyond the name, Toronto introduced fans to a complete brand and visual identity designed to propel the Sceptres into their second season and beyond: a vibrant colorway built around an iconic blue and a bold yet polished yellow; a strong, elegant wordmark with a timeless font; and a striking multi-element logo in which an orb sits atop an overlapping T and S, uniting to form the shape of a sceptre.
In addition to Toronto Sceptres, the PWHL’s six new team identities include Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, and Ottawa Charge.
“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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ABOUT TORONTO SCEPTRES
Toronto Sceptres is one of six teams in the newly launched Professional Women’s Hockey League (PWHL), which was founded in 2023. The PWHL began its inaugural season in January 2024 and features the best women’s hockey players in the world. The PWHL has broken multiple attendance records and holds the worldwide record for a women’s hockey game. For the latest news and information on Toronto Sceptres, visit toronto.thepwhl.com or follow the team on Facebook, Instagram, and X. Follow the league on all social media platforms @thepwhlofficial.