Toronto PWHL team now has a name, logo and new look! Is there a Taylor Swift connection?

PWHL introduces new names, logos, looks for Inaugural PWHL Six

The PWHL’s first season featured six squads that had everything but a traditional nickname and logo. Now, those teams are skating into the second season with distinct game-changing identities. What’s in a name? You’re about to find out!

New names and identities for PWHL teams

On Monday, September 10, 2024 on Good Morning America and Breakfast Television in Canada, the league proudly introduced new names and striking visual identities for its six teams: Meet the Boston Fleet, the Minnesota Frost, the Montréal Victoire, the New York Sirens, the Ottawa Charge, and our very own, Toronto Sceptres!

Without question, this was an emotional moment for the PWHL. Beyond marketing and merchandise, the new identities have the potential to make their impact felt in every arena, on both sides of the glass. “Whether you’re a player or a fan, you want a name to connect with who you are and what your city is,” says Hockey Hall of Famer Jayna Hefford, the PWHL’s Senior Vice President of Hockey Operations. “You want to be proud about representing that name. It becomes your identity.” 

That emotional power raised the stakes on an already pressure-packed naming process.  “When you’ve got 150 of the best women’s players in the world and 50-plus Olympians, you have to try to produce something at the level of the hockey we put on the ice,” says Amy Scheer, the league’s Senior Vice President of Business Operations. “We hope fans feel these names are at that level. This was a really challenging project, but it was a labour of love.”

The league embarked on an intensive naming and identity process with the New York-based creative agency Flower Shop. Although the project spanned less than a year, it was completed in less than half the time taken by most professional sports teams. “We knew the importance of it. We felt it,” explains Flower Shop’s co-founder and Chief Creative Officer Alastair Merry. “We had a deadline, but we took the time, care, and craft to get this right.”

Why the Toronto Sceptres?

The sceptre has historically been a royal symbol of power—and that’s just what the Sceptres name will be for the team. “It’s a special name,” says Scheer. “What it symbolizes and the connection to the Queen City and Queen Street is undeniable.” No doubt about that, says Jayna Hefford.  “It’s about a group of strong, empowered women,” says the Hockey Hall of Famer and five-time Olympic medalist. “When you have sceptres, you’re empowered—it’s your turn to rise and take your place.”

When Hefford and Toronto’s star forward Natalie Spooner revealed that long-awaited name on morning TV earlier today, the moment was made even more special by unveiling the Sceptres in Breakfast Television’s Toronto studios. Announcing the team names was a milestone for the entire league. “It gives us another moment to be really proud about who we are, what we stand for, and the work we’re doing,” Scheer says. “As our league evolves, there will be more big moments, but this one, to me, is a game changer because your identity means everything.”

New visual identity, royal blue and regal yellow

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 (also goes by royal, but that’s a given here) and a bold yet regal 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.

The effect is a name that honours Toronto’s past 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 centre.

Sceptres is plural

And Sceptres is plural, a nod to the squad’s team-first ethos and the many vibrant elements and communities that make up present-day Toronto. Those connections are no coincidence. “Our fans have an emotional connection to the place they call home,” says Kanan Bhatt-Shah, the VP of Brand and Marketing, who spearheaded the naming initiative. “The heart of our efforts was to capture the soul of Toronto – its storied past, diverse present and exciting future – and its people.”

How the name was chosen

A spokeperson from the Sceptres said that naming inspiration came from seeing the Toronto team in action. They cited the on-ice wizardry of Spooner, who led all players in goals and points and hoisted the league’s Billie Jean King trophy as MVP, and Kristen Campbell’s deft work in the crease, which earned her goalie of the year. Equally important were the ardent supporters in the stands. The crowd’s roar coupled with fans who articulated their passions and connection to the team in a series of interviews. City of Toronto libraries also served as a wealth of knowledge, with hundreds of team names used in Toronto catalogued and analyzed, the hits and misses of the city’s professional sports franchises, past and present, examined. Insights gathered from players, staff and leadership in the League’s early days were folded in.

“The name generation approach was quality, not quantity. There were strict criteria to hit,” says Merry.  The name had to embody Toronto’s power and influence, it had to be timeless (not merely timely), and it had to connect fans with the team and city on an emotional level.

There were several names in the fray, but legal and copyright minefields claimed a surprising number of options, as numerous novel and unused names turned out to be trademarked.

However, although the Sceptres say they made sure they did their due diligence with their research, it seems there are some ‘Swifties’ out there who beg to differ, citing that the new Sceptres logo and team colours are curiously similar to the crest on Taylor Swift’s cheerleading top in her “Shake It Off” video.

Says Gina Kingsbury, the team’s General Manager, “For me, the name ‘Sceptres’ represents an identity forged in legacy and responsibility, connecting us with Toronto’s regal history. It has a commanding presence, which aligns well with how our team strives to represent our great city.  It’s a symbol of pride and loyalty reflecting our incredible Fan base…and will  endure the test of time and create a long-lasting dynasty.”

The logo

Exploring how the name would come alive visually on everything from the team’s jerseys (launching closer to the start of the season) to billboards was an exercise in endless creative possibilities. Evoking a tangible item, the Sceptres name lent itself to a strong emblem while connecting to Queen Street, Queen’s Quay, and the entire city. To visualize the name, the design utilized the historical artifact as a launching pad for a very modern, metaphorical representation of the sceptre.

It’s drawn with bevelling and ironwork to convey a sense of three dimensions. That, in turn, gave it the potential to be kinetic—animated on a jumbotron, in advertising spots, and on screens. As Scheer says, “I could just see so many ways that the sceptre can be brought to life.”  At first, that would come from the team and league, but also the fans. “I hope they like it as much as we do,” she adds. “I can’t wait to see little kids holding mini sceptres.”

Merch

Toronto Sceptres have already assembled an impressive merchandise shop on their website. You can check out their flashy new merch here before it all sells out!

Home arena

And where will the Sceptres call home this coming season? Last week it was announced that the their home games will take place at Coca-Cola Coliseum, after playing in front of sold-out crowds at Mattamy Athletic Centre throughout the league’s inaugural season. The team debuted at Coca-Cola Coliseum during the 2024 PWHL Playoffs with a trio of sold-out games that averaged more than 8,500 fans. The arena, located at Exhibition Place in Toronto, is home to the AHL’s Toronto Marlies and will also serve as the home court for Toronto’s WNBA expansion franchise beginning in 2026.  

posted by Terry Lankstead with SOURCE information from PWHL and Toronto Sceptres

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