It’s a good day in the Bay. After months of anticipation, the PWHL has launched the brand identity of its first foray into the Golden State: The San Jose Sea Lions.
Inspired by the region’s nature, community, and innovation, the new identity is a celebration of the distinct interplay that makes San Jose and the Bay unlike anywhere else. From day one, the priority was to build a brand that represented San Jose and the greater Bay Area. The mission—and opportunity: craft an identity that could stand for the many communities that call it home, all while capturing the region’s welcoming, connected spirit, and innovative vision.
In the process of selecting a name, it only felt natural to look towards the bay for inspiration, starting with local fauna. As one of the coast’s most recognizable (and loudest, as anyone who's ever visited Pier 39 can attest) residents, the sea lion quickly captured the hearts of the team. "The coast and the waterways have played a major role in the history and identity of the Bay Area, bringing new life and energy with each changing of the tides,” said San Jose Sea Lions Director of Business Operations Chris Jensen. In the sea lion, the team found a compelling way to express that sense of energy and renewal.
Characterized by its intelligence, expressiveness, protective instincts, and strong social bonds, the sea lion felt like the perfect fit for the culture the team was trying to build both on the ice and in the stands.
Building an expansion team is a tall order and achieving success requires strength in the collective. Our brand identity embodies this through and through. It's going to be hard work, and we'll win as a team through our determination to stick together.
Chris Jensen, Sea Lions Director of Business Operations
Playful-but-fierce, welcoming-but-territorial, the animal’s ability to at once embrace fun while defending its own became the foundation for the new brand.
This tension tells a larger story of collective guardianship—and extends an invitation to fans to join something greater. In this ecosystem, the players and fans are guardians of their team’s identity, united by shared values, working together on and off the ice to protect their territory, support one another, and uplift the community they share.
Born and raised in San Jose, Jensen shared what the San Jose Sea Lions mean to him: “Our brand identity finds a wonderful balance between the unique feel of the community while also bringing an intense power to our team. Building an expansion team is a tall order and achieving success requires strength in the collective. Our brand identity embodies this through and through. It's going to be hard work, and we'll win as a team through our determination to stick together.”
This sentiment was shared by many on the team’s inaugural roster. "We’ll be full of life, full of passion, and want to get better for each other,” said defender Rory Guilday. "I think we’ll come together really well. We have a lot of hard workers and that will make a big difference early in the season.”
When designing the logo, the goal was not simply to depict a sea lion, but to give form to the idea of a guardian that watches over its territory and stands for the community it represents.
The new logo is framed by a circle, mirroring the enduring, cyclical connection between nature, community, and innovation, three forces that together define the region.
At its center, a sea lion rises from the water, an emblem of intelligence, confidence, stewardship, and collective strength. Flowing waves embrace the creature, capturing the symbiotic ecosystems of the Bay as a reminder of the team's part in a larger, interconnected whole.
Fans can sign up for the San Jose Sea Lions email list, opens in a new tab and bookmark the new team website to stay up to date on all the fun and games the inaugural season has in store.
The San Jose Sea Lions will host the Minnesota Frost for their inaugural home opener on Saturday, December 5 at 4 p.m. PT at SAP Center.
“There’s been so much awesome support and hype around the PWHL coming to San Jose, and women’s sports in general in the Bay Area,” said the team’s first-ever draft pick, Laila Edwards. “Everyone’s just so excited about it; and I’m hoping everyone shows up for us, and I have a really good feeling they will.”
Show up loud and proud—Season Ticket Memberships, Partial Season Ticket Packages, and Single Game Tickets are available now at Ticketmaster, opens in a new tab.
