News - 09/03/2003

National Hockey League - Phoenix Coyotes

Phoenix Coyotes Unveil New Logo, Uniforms

SCOTTSDALE, ARIZONA --- Phoenix Coyotes President and Chief Operating Officer Douglas Moss today unveiled the Coyotes new official logos and home and road uniforms for the 2003-2004 NHL season.

“The 2003-04 season marks a new beginning for the Phoenix Coyotes," said Moss. “With the opening of the Glendale Arena in December, we will finally have our own den to call home. As our team continues to evolve both on and off the ice, we felt the need for a new family of logos and uniforms to represent the Coyotes and the Valley of the Sun. We are very proud to unveil our new logos and uniforms today after more than a year and a half of research including extensive fan surveys and focus group studies.”

“I would also like to thank the Adrenalin Design Group for their dedication and tireless efforts in creating our new look,” added Moss. “We know our fans will be very proud of the changes which show respect for our team's past by using existing colors and key elements from the old logo.”

Following 18 months of extensive research and development, the new logos and uniforms were unveiled today at a press conference at Arizona Mills Mall in Tempe, Arizona. The new Glendale Arena, new logos, and new uniforms all predominantly feature the brick red color; which has always been one of the Coyotes colors. In fact, no new colors have been introduced into the Coyotes palette, however three have been removed. The official Coyotes colors are brick red, desert sand and black - three colors that were all included in the original Coyotes logo.

“These uniforms have a very traditional look, which is something we think our players, and especially our fans, will really enjoy,” said Coyotes managing partner Wayne Gretzky. “We wanted to create a classic jersey that our players and fans could be proud of and we are thrilled with the final product.”

The primary logo is an aggressive coyote howling at the moon. This logo contains key graphical elements that were carried over from the original Coyotes logo including the two-tone face with zig-zag black markings down the middle of the logo, three pieces of mane leading down to the neck, and triangular markings in the ear and chin. Additionally, the new Coyotes logo includes four triangles across the bridge of his snout. These triangles were also borrowed from the original Coyotes logo and represent Four Peaks Mountain - a well-known geographical landmark in the Valley that is also featured on Arizona’s license plates.

There are two secondary logos for the Coyotes; the first of which continues to be the desert crescent moon. This new version of the moon has a slightly altered geometric shape as well as a new combination of colors. The other secondary Coyotes logo is a representation of the state of Arizona featuring the letters “PHX” underneath a striped pattern that mirrors the state flag. This logo utilizes the Coyotes colors while incorporating regional representations.

The new jerseys have a traditional hockey feel and proudly feature the new primary Coyotes logo on the chest along with the secondary “PHX” patch on the right shoulder. The new home jersey is predominantly brick red with a white, three-stripe pattern on the arms and at the waist. The home jersey also features a lace-up collar. The road jersey is predominantly white with the same striping pattern as the home jersey featured in brick red. In addition to being a different color, the road jersey features a v-shaped collar instead of laces and mesh material on the sides. There will not be a 3rd/Alternate sweater introduced in the 2003-04 season.

This evolution of the team’s brand mirrors the transition of the Coyotes organization that now combines the ultra-modern experience of the new Glendale Arena with the long-standing traditions of the National Hockey League. The new logos and uniforms reflect the aggressiveness and excitement of Coyotes hockey in the new arena while maintaining ties to the seven years of history that have been created in the Valley.