The Chicago Wolves revealed their specially designed alternate logo on Tuesday to kick off the team’s plans to commemorate their 20th season of professional hockey.
Three members of the team’s Creative department — Imran Javed, Troy Mueller and Cindy Navarro — collaborated over the course of three months to deliver a design that celebrates the team’s brand from Day 1 as well as the franchise’s longevity and its accomplishments. The four stars represent the International Hockey League’s Turner Cups won in 1998 and 2000 and the American Hockey League’s Calder Cups won in 2002 and 2008.
“We tried to stay bold, striking and simple,” Javed said. “I think it says it all. I think anyone will recognize that this is a special Wolves logo.”
The 20th Season logo will be used throughout the 2013-14 schedule in a variety of ways, including being painted at center ice when the Wolves host their home opener at 7 p.m. on Saturday, Oct. 12, at Allstate Arena. The players will wear a 20th Season logo patch on their home, road and alternate jerseys.
“We plan to integrate the 20th Season celebration into our trademark game presentation on and off the ice,” said Mike Gordon, the Wolves president of business operations. “Throughout our 20 years in Chicago, we have focused on the brand on the front of the jersey as opposed to the name on the back. Chicagoans have come to know the Wolves represent championship-caliber hockey at an affordable price. “The 20th season is special for us as it marks the arrival of the second generation of Wolves fans. We strive to continue improving our game-day activities — building on our 2012-13 award for providing the AHL’s best fan experience — while maintaining the traditions our fans have come to expect through the years.”