The three-time WNBA champion Phoenix Mercury have released new logos ahead of their 30th season. The team, one of the league's original eight franchises, debuted in 1997 and won titles in 2007, 2009 and 2014.
Team President Vince Kozar said the rebrand was an evolution rather than a complete overhaul. 'Being sort of a legacy brand was instructive to the process,' he explained. 'We wanted fans to be able to see the old mark in the new marks.'
The primary logo features the Mercury 'M' set at an angle of 19.97 degrees, a subtle reference to the team's inaugural season. Another logo incorporates the popular 'Merc' nickname, and the colour scheme remains predominantly purple and orange.
The rebrand comes less than two years after the franchise opened a $100 million practice facility. Owner Mat Ishbia has invested heavily in the team, and Kozar noted the cost of updating logos across the organisation was significant. 'With Mat, that never seems to be a consideration,' he said.
