Minnesota Wild
The State of Hockey
Research, Identity, Brand Guidelines
To enliven their unique nickname and introduce the newest NHL franchise to the league, the Minnesota Wild needed a brand identity system that stood out and invigorated a hungry fan base ahead of the team’s inaugural season in 2000.
“SME created a new identity for our new franchise that captured the spirit of our hockey-loving fans and our rugged, outdoor, Minnesota lifestyle. Our visual identity remains one of the finest in all of sports.”
— Bob Neagle, Owner, Minnesota Wild
The identity needed to capture the wilderness and outdoor theme expressed by the “Wild” name, while paying tribute to Minnesota’s longstanding love of hockey. The “eye” of the “Wild Animal” is the north star, in tribute to the departed Minnesota North Star.
See more of our work.
See more of our work.
LOCATIONS
NY
183 Madison Ave, Ste 1701
New York, NY 10016
212.924.5700
183 Madison Ave, Ste 1701
New York, NY 10016
212.924.5700
SF
900 Larkspur Landing Circle
Suite 900-125
Larkspur, CA 94939
844.214.6693
CONTACT
NEW BUSINESS
Conor O’Flaherty
Managing Director
coflaherty@smebranding.com
Walter Whitman
Chief Creative Officer
walt.whitman@learfield.com
FOLLOW
A Learfield IMG College Company
© 2021 SME II, LLC
© 2021 SME II, LLC