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***HabsFanFromOntario*** · 04-03-2025, 10:10 PM

Wisconsin finally makes it's way to the SHL. It's not a place I've ever been but talking with Wally and seeing the passion people have for it around the league it was one of the places I really wanted to put a team. I absolutely love it's passionate not just hockey culture but sports culture in general. It definitely isn't the biggest base but what they lack for in numbers they make up for in pure passion for the sport of hockey. I would be remiss not to mention it's excellence in terms of college hockey as well, the University of Wisconsin has been of the historic college hockey schools. I chose Madison as it's the hometown of SHL fan favourite @Wally and is the fastest growing area in Wisconsin. We're here for the long haul not the short term and putting ourselves in a growing market to grow alongside them made sense. Plus, it has the awesome fact of being one of two US cities on an isthmus. We also chose to have our mascot representing Wisconsin folklore through use of the hodag, a cryptid of Wisconsin folklore. It's kind of like a furry dragon with tusks but much smaller and lumberjacks used to brag about capturing them but not it comes in as our affable, goofy mascot.

The branding in general though was a labour of love and my personality. Yes, I spelled labour the Canadian way. In my application, I deserved this as "HFFO-core" because it has my favourite colours as well as my love for Norse mythology. Combine that with the base jersey being a Montreal Canadiens jersey and what else could I really ask for. The colours are my favourite, a fantastic purple dubbed royal magenta by @Rojjter and jade a teal like green. The colours are very similar to the old mighty ducks jerseys which were so iconic and one of my favourites of all time. The secondary logo is a simple Valkyrie helm with the winged sides in the shape of a W to represent Wisconsin. The main logo is a Valkyrie atop a pegasus holding a hockey stick. The tape at the end of the stick is shaped into an "M" to represent Madison. Valkyries fit into Madison due to the Scandinavian immigration to the midwest in the 1860s. While it's more notable in Minnesota, Wisconsin is home to a large group of Scandinavian immigrants who settled roots in the icy north of America. At the bottom of the jersey there is a pattern known as the "web of wyrd" or the Norse pattern representing "Fate". We also have plans to bring in a Pride jersey with a separate logo come Pride month but that is a work in progress for the moment.

Finally, we would like to thank our corporate sponsors. Without them, getting the Arena deal and the chance to play in this wonderful city would not have happened so a huge shoutout to SHL Tonight who bought the naming rights to our arena which has been dubbed the "SHL Tonight Thunderdome". Our other corporate sponsor is none other than beloved Wisconsin food chain Culvers, who will have their logo displayed on the ice in our inaugural season and provide food in several stalls in our stadium throughout the years. Thank you to head office for this opportunity and GO VALKYRIES!

Shoutouts for help during the branding:

@Eggcracker
@Frenchie
@Fluw
@Evok
@RAmenAmen
@enigmatic
@Ace
@Aleris
@Revontulete
@cake307
@Atheist_Caliph
@Ara

Also a huge congrats to Sve7en, @rashford and @Ace for getting an expansion team as well! I'm excited for your brandings coming ahead