The Guelph Storm are excited to unveil their new primary logo, replacing the funnel cloud character that has been the face of the team since the 1997-98 season. Working with a logo developer that has designed for teams and leagues across North America, the team developed several logos before narrowing their choice to the new version.
“It was fun for everyone to be part of and the designer had some great concepts with different storm ideas and various Guelph themes,” said Vice President of Business Operations Matt Newby. “In the end, we really felt strongly that our old logo with the funnel cloud was a big part of our identity in our community and we see this as a modernization instead of a completely new design.”
While the funnel cloud character remains, it is now rotated and flying ‘head-on’ into the action. Storms suggest power and with the new design the eyes of the new Storm logo become the focal point for a stronger, more menacing looking storm.
Another major change is the word mark which continues our tradition of using a home logo that emphasizes STORM and an away logo that highlights GUELPH on the two jerseys. The new text is a lot more balanced than it was on the old logo and its placement across the middle instead of the top puts the focus on the eyes of the Storm and the character instead of the word mark.
“It was a long process and involved many people along the way that represent different ages and tastes”, Newby added. “You consider how it fills the centre ice circle at the Sleeman Centre, how it looks on a hat or shirt and most importantly how it will look as a crest on our jerseys. We’re really excited by the early response to the finished product from our players and others that have seen a preview and we hope that it will represent our team for the next 20 years to come.”
Storm fans will see the new logo in action throughout the 2018-19 season.