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 Naegele, 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 Stars.

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


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