Not only did the PWHL formally apply for trademarks for six team names and logos, they also solidified team catch phrases, or slogans.
The team names – Boston Fleet, Minnesota Frost, Montreal Victoire, New York Sirens, Ottawa Charge, and Toronto Sceptres – were first unveiled Monday alongside logos for each team.
Related: PWHL Unveils Six Official Team Names: Frost, Fleet, Charge, Sirens, Sceptres, Victoire
It was a major announcement for the league, moving away from generic names to branded identities.
Along with those names and logos however, the league also trademarked catch phrases / slogans. There were however, only five slogans.
For Minnesota it was “Feel the Freeze.” Toronto’s was “Rise and Reign.”
For New York it was “Full Volume Hockey.”
Ottawa’s slogan is “Forever Forward.”
Boston’s is “Tougher Together.”
One team in the United States Patent and Trademark Office filings was left without an official slogan, which was the Montreal Victoire.
On their newly designed website, in the location where other PWHL teams have their slogans, Montreal has a variety of verbiage from “Celebrating Competition, Embracing Triumph,” to “Victory Is Upon Us.” Montreal will likely soon have a slogan as well.
For the time being, the league has claimed five slogans in their continued branding efforts.
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