Hi, all! Eddie here!

For a long time, The SHL has stood on the cutting edge of national branding, the showcase of some of the best designs dreamed up by passionate artists and hockey fans alike. The Minnesota franchise has stood as an example of this artistic expression since its inception 70 seasons ago, starting life as the Chiefs. As views changed, the franchise knew that strong leadership and a sense of Minnesota's spirit was necessary for the brand, and Monarchs was chosen.

The Monarchs have also stood for other things. Strength, leadership, victory. It has been imposing, and it has seen an age of tests. Like a monarchy, the Minnesota franchise has weathered tough times and harsh reality, and has come through the other side tempered, strong, confident, and with a clear vision forward.

With our 70th seasonal anniversary arriving, the Monarchs' front office felt inspired to reach out in regards to a rebrand, to bring the Monarchs closer to that original vision of strength and spirit. We have drafted @Wasty, literally and figuratively. He has come through with a design that we feel reflects these feelings while being true to the brand and the name.

Minnesota is strong, and our hockey team is ready to match that strength. The Minnesota Monarchs are proud to present our new primary logo.



Note that no other branding changes (colors, jersey, font) have been made.