The Portland Winterhawks, a proud member of the Western Hockey League (WHL), unveiled a new brand identity on Wednesday, featuring a new primary, secondary and wordmark logo, as well as a color scheme revised.
“We are so proud to finally have our own identity,” said Michael Kramer of Winterhawks Sports Group, owner and managing partner of the franchise. “We think our new look is fresh and unique, one that we are passionate about and believe our community will be too.”
The club’s new main logo, a right-facing hawk with a predominantly white head, also carries the tradition of the old black and red colors. The new scheme adds “celly gold” and also grain gray, a distinct color from the brand new Winterhawks. . The pallet meets on the bird to replace an existing emblem that began to represent the organization after being on loan in 1976.
Two feathers are also featured on the bird’s head, carrying the franchise’s roots heritage and serving as a subtle nod to the feathers from the previous logo. The bottom of the Falcon’s Head features Mount Hood in the aforementioned new grain gray, an iconic mountain in the Cascade Range synonymous with the Portland area. The letters “W” and “H” are also located in the figure of Mount Hood, for further characterization of the Winterhawks.
“Under a new ownership group led by Michael Kramer and Kerry Preete, the Portland Winterhawks are embarking on a new chapter in franchise history, so it’s only fitting that they do so with a new main logo. which truly represents Portland, the Pacific Northwest and its large fan base, ”commented WHL Commissioner Ron Robison. “The Winterhawks have a long history of success in the Portland market and I have no doubts their passionate fans will embrace this new approach and unique design when the WHL regular season opens in October. “
The new brand identity was created in collaboration with Portland Gear, a local Portland-based company and designed by Brian Gundell, a University of Oregon graduate who created work for the NHL, MLB, NFL , MLS, MiLB, Adidas and Under Armor.
“We are very pleased to have played a role in creating a new identity for one of Portland’s four major sports teams,” said Marcus Harvey, owner of Portland Gear. “This project lasted several months and we are delighted to finally be able to showcase it.
The refreshed color scheme can also be seen in the club’s new secondary logo, which features a revitalized edition of the ‘Portland P’ the team have used in the past. The logo will be worn on the team jerseys in the form of a shoulder patch, the P being in gold type on the front of two hockey sticks in grained gray. “Est. 1976” – a nod to the franchise’s 45-year success story of The Rose City, one of the oldest holders of the WHL, is also included on the patch. “Winterhawks” can be seen hanging in a banner above the logo.
Source: Portland Winterhawks