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MINNESOTA WILD /

Become Wild.

Assessment /
Identity /

Assessment / Identity /

The Project

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. 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.

How We Won the Heart

After developing 10 different concepts for the Wild’s icon, we conducted hundreds of one-on-one interviews with fans and leadership to tell a distinct visual story. The resulting multi-functional logo, known as the “Wild Animal,” depicts a forest landscape inside the silhouette of a nondescript animal head. The “eye” of the “Wild Animal” is the north star, in tribute to the departed Minnesota North Star. The logo’s slightly jagged lines denote strength and motion, while skillfully portraying a pictorial dusk scene from the wilderness, replete with a meandering river and trees. Regarded as one of the most intricate and clever identities in sports, the icon seamlessly fits into one cohesive package, comprised of multiple uniforms, wordmarks, a secondary icon and mascot.

“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

“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

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