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.
AFCU Case Study
USYS Case Study
USYS Case Study
USYS Case Study
AFCU Case Study
See more of our work.
AFCU Case Study
USYS Case Study
USYS Case Study
USYS Case Study
AFCU Case Study

LOCATIONS

California:
900 Larkspur Landing Circle
Suite 125
Larkspur, CA 94939

Georgia:
1075 Peachtree Street,
Suite 3300

Atlanta, GA 30309

LOCATIONS

New York:
183 Madison Ave,
Suite 1701
New York, NY 10016

Texas:
2400 Dallas Pkwy # 500,
Plano, TX 75093

CAREERS

Current Opportunities

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