Phoenix Mercury Unveils New Logo and Uniforms: Historic Rebranding in the WNBA

Phoenix Mercury Unveils New Commemorative Image

For the first time since its founding in 1997, the Phoenix Mercury team has revealed a renewed image. This transformation includes new uniforms and logos that pay homage to its rich history. The new designs were presented at a private event in Phoenix. The main objective was to modernize the image, adapting it to current times. Vince Kozar, president of the Mercury, explained that they were looking for an update that would maintain the essence of the team.

We are guided by the idea of modernizing, rather than radically changing.

Vince Kozar, President of the Mercury

The team realized they only had two usable logos, which made creating merchandise difficult. The refresh features 14 logos, marks, and word designs. In addition, the team has created its own font for letters and numbers. In the redesign process, the Mercury took as a reference the logo updates of teams like the New York Liberty and Seattle Storm. One of the most significant changes is the incorporation of the color purple, the team’s main color, into the logo. In-house designers, Kelly Streeter and Jaden Guilford, were key to this modernization. The team updated its “M” logo, which will now be its main brand. Kozar describes it as a modernized version of the original “M”, which had rings around it. This “M” logo is placed on the planet Mercury, unlike the original design.

The modernized “M” aims for fans, both new and old, to recognize the essence of the team in the new image.

Vince Kozar, President of the Mercury

The redesign includes details that recall the franchise’s past. In both the main “M” logo and the global logo, the lines and the “M” are at a 19.97-degree angle, a tribute to the team’s inaugural season. This angle represents the team’s and the league’s momentum. In the global logo, the eight lines have two historical functions. They are a nod to the rings of the original logo and symbolize that the Mercury were one of the eight original WNBA teams. The team’s wordmarks are also at an 8-degree horizon, with the same meaning. The Mercury also kept their “PHX” logo, created by Nike in 2021, due to the good reception from players and fans. Kozar believes it’s the first logo to pay tribute to the team’s fanbase, known as the “X Factor”. The new Mercury marks incorporate the outline of the state of Arizona, and the team also unveiled a logo with the word “Merc”, as a reference to how fans and employees have referred to the team for three decades.

The refreshed image incorporates the outline of the state of Arizona, recognizing that, although the team is based in Phoenix, it is Arizona’s WNBA team. Kozar commented that the redesign and brand renovation were “a convergence of many things”. The team began planning the rebrand for 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 target. The renovation process lasted approximately two and a half years. The team had the help of an external agency to define its identity and study the fans’ perception of the previous logos. Then, the design was done internally for six months, with numerous logo revisions.