The Moose Jaw Warriors are a Western Hockey League (WHL) team based in Moose Jaw, Saskatchewan. In July 2022, the club retired its long-standing headdress logo and unveiled a new primary mark inspired by the Canadian Forces Snowbirds air demonstration squadron, which is based at 15 Wing Moose Jaw.[1]
Design and History
The Warriors’ original logo, used from the 1984-85 season through 1987-88, featured an Indigenous character riding a skate while carrying a tomahawk and hockey stick.[2] That mark was replaced after the 1987-88 season by a red headdress logo featuring a side profile of a face framed by an Indigenous headdress.[3] The headdress logo underwent a script change in 1996-97 and a colour alteration in 2002-03.[4]
In October 2020, the team announced a formal review of its primary logo, which had been in place since 1988 with minor tweaks in 1996 and 2001.[5] The review came as several sports teams were changing logos and branding considered derogatory to Indigenous communities.[1]
On July 5, 2022, the Warriors unveiled their new brand and logo, created in collaboration with Rock & Bloom, a Saskatchewan-based brand studio.[6] The new logo is circular in design and features an in-flight Snowbirds jet in front profile with “Moose Jaw” written above and “Warriors” below.[4] The design is inspired by the community’s connection with the Royal Canadian Air Force and the Snowbirds.[1]
For the 2023-24 season, the team’s 40th in Moose Jaw, the Warriors introduced a special anniversary logo. It takes the roundel from the primary logo introduced the previous season and places a large “40” in the middle, with a banner reading “YEARS” unfurling from the gap in the 4.[7]
Meaning and Symbolism
The current logo features a CT-114 Tutor jet with the Snowbirds logo on its underbelly. A hockey stick is hidden in each wing, and the team’s name is presented in a typeface inspired by aviation font styles.[1] The official team announcement also notes the inclusion of two maple leafs in the design.[8]
The team’s red-and-black colour scheme was retained in the rebrand.[1]
Typography and Design
The wordmark in the current logo uses a typeface described by the team as a nod to historic aviation font styles.[8] Rock & Bloom’s work on the project included brand strategy, messaging, visual identity, communications planning, a launch microsite, and creative direction for the logo reveal campaign.[9]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
