The Phoenix Mercury, as they gear up for their 30th season, are rolling out a refreshed logo and brand identity, according to Sports360AZ. Initiated after a memorable WNBA Finals run and with three championships under their belt, this rebranding acknowledges the team's storied history while positioning them for future endeavors. Mercury President Vince Kozar, a veteran of the organization since his post-college days at ASU in 2006, mentioned that the rebrand feels particularly timely as they commence their 30th season.
Josh Bartelstein, CEO of both the Phoenix Mercury and Phoenix Suns, underscored that despite the visual changes, "the Mercury's identity remains the same – our organization’s commitment to the community and the grit and joy of our team will continue to define Mercury basketball," a sentiment he shared in an announcement covered by Phoenix New Times. Moreover, fans have the unique opportunity to be part of this transformative moment through a groundbreaking promotion that invites them to exchange any Mercury or WNBA merch for a new shirt featuring the novel logo until December 5th at the Mortgage Matchup Center team shop. All collected apparel will then be donated to Goodwill.
Key elements of the new design include a sharp right-angle symbolizing forward momentum and the primary "M" logo tilted at a 19.97-degree angle to pay homage to the team's inaugural season, as discussed by lead designers Kelly Streeter and Jaden Guilford during the private unveiling. The Mercury's primary, global, and secondary logos have been revitalized with the intent to merge the legacy of past designs with the aspirations for the decades to come, merging historical nods with a contemporary aesthetic as described by Kozar in the unveiling.
The new merchandise array, which includes 18 different items featuring the updated logos, is already available for purchase online, and fans can look forward to a special showcase over Camelback Mountain – the team plans to illuminate the skies through a drone show at 7:30 p.m. Friday, while also collaborating with Lady Luck Tattoo to offer the first 100 fans free tattoos of the new primary logo, additional details on these promotions are accessible at phxmerc.com. The complete rebranding also brings with it an original typeface named Mighty Mercury, which notably arcs at an 8-degree angle, another purposeful tribute to signify the WNBA's original eight franchises; fans of typography and basketball history alike will find meaning in these intricately crafted details.
