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

Phoenix Mercury Unveils a New Commemorative Image of Its History

For the first time since its founding in 1997, the Phoenix Mercury women’s basketball team has revealed a new visual identity. This renovation includes new uniforms and logos that pay homage to its rich history. The presentation of the new logos and uniforms took place during a private event in Phoenix. The main objective was to modernize the franchise’s image, seeking to reflect the team’s evolution over the years.

“We wanted to modernize our image, instead of presenting something completely different,” commented Vince Kozar, president of the Mercury.

Vince Kozar, President of the Mercury

After analyzing the original logos, the team identified the need to expand their visual palette, especially for the creation of merchandising. The redesign introduced 14 new logos, brands, and badges, in addition to a custom typeface for letters and numbers.

The team was inspired by the image updates of other WNBA teams as a guide. One of the most significant changes was the incorporation of the color purple, the team’s main color, into the logo. The design was carried out by in-house designers Kelly Streeter and Jaden Guilford. The “M” logo was updated, and will now serve as the main brand. Kozar described it as a modernized version of the original “M”, which included rings. This logo is located above the planet Mercury, unlike the previous version.

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

Vince Kozar, President of the Mercury

The redesign incorporates details that evoke the franchise’s past. In both the main “M” logo and the global logo, the lines and the “M” are angled at 19.97 degrees, a tribute to the team’s inaugural season. The dot, also at 19.97 degrees, symbolizes the team’s and the league’s momentum. In the global logo, the eight lines have a double meaning: a nod to the rings of the original logo and a representation of the Mercury as one of the eight founding teams of the WNBA. The team wordmarks are set at an 8-degree horizon, which symbolizes the same thing. The Mercury also kept their “PHX” logo, created by Nike in 2021, due to its good reception among players and fans. Kozar highlighted that it is the first logo that pays homage to the team’s fans, known as the “X Factor”. The new Mercury marks include the outline of the state of Arizona, and they also introduced a logo with the word “Merc”, as a recognition of the way fans and employees have referred to the team for three decades.

The Mercury’s new image incorporates the outline of the state of Arizona, recognizing 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 multiple factors. Although the initial plans were delayed by the COVID-19 pandemic, the team took the opportunity to focus on its 30th season as a goal. The redesign process lasted approximately two and a half years. The team collaborated with an external agency to define its identity and analyze fans’ perception of the previous logos. Subsequently, the design was carried out internally for six months, with numerous revisions and adjustments.