Phoenix Mercury: New logo and uniforms modernize the WNBA team’s image

Phoenix Mercury Unveils New Commemorative Image

For the first time since its founding in 1997, the Phoenix Mercury women’s basketball team has revealed a refreshed image. This initiative includes new uniforms and logos that pay homage to its rich history. The official presentation of the new logos and uniforms took place during a private event in Phoenix. The main objective was to modernize the image of the franchise, adapting it to the current times.

“We wanted to modernize the image without completely moving away from our essence,” commented Vince Kozar, president of the Mercury.

Vince Kozar, president of the Mercury

The renovation process involved the creation of 14 logos, brands, and badges, as well as an exclusive typeface for numbers and letters. The team was inspired by the recent image updates of the New York Liberty and Seattle Storm. One of the most significant changes was the incorporation of the color purple, the team’s main color, into the logo. The design was handled by in-house designers Kelly Streeter and Jaden Guilford. The “M” logo was updated, which will serve as the main brand. Kozar described it as a modernized version of the original “M”, which featured rings.

“We want both new and longtime fans to be able to recognize the essence of the team in the new image,” added Kozar.

Vince Kozar, president of the Mercury

The redesign includes details that evoke the franchise’s past.

• Both the main “M” logo and the global logo, which incorporates lines and the “M”, are set at an angle of 19.97 degrees, in homage to the inaugural season.
• In the global logo, the eight lines have two historical functions: a nod to the rings of the original logo and a symbol that the Mercury were one of the eight original WNBA teams.

In addition, the “PHX” logo, created by Nike in 2021, was retained due to its positive reception among players and fans. Kozar highlighted that it is the first logo to pay homage to the team’s fanbase, known as the “X Factor”. The new designs also incorporate the outline of the state of Arizona, and a logo with the word “Merc” was presented, as a recognition of the way fans and employees have referred to the team for three decades.

The new Mercury designs incorporate the outline of the state of Arizona as a recognition that, although the team is based in Phoenix, it represents Arizona in the WNBA.Kozar explained that the redesign and brand renovation were the result of several factors. The team began planning the rebrand before its 25th season, but the COVID-19 pandemic delayed those plans. Once the pandemic was overcome, the Mercury set their 30th season as the new goal.

“I’d love to say we knew we’d make it to the WNBA Finals when we did, but that’s more of a coincidence. The rest is totally intentional,” Kozar stated.

Vince Kozar, Mercury president

The image renewal process lasted approximately two and a half years. The team hired an external agency to define its identity and understand fans’ perception of the previous logos. Subsequently, the design was carried out internally for six months, with numerous logo revisions.