The Sioux Falls Stampede is a Tier I junior ice hockey team in the United States Hockey League (USHL), based in Sioux Falls, South Dakota, since 1999. The team’s visual identity centers on a bison, a nod to the Great Plains region and the “stampede” name, and has remained consistent in its core motif since the franchise’s founding.
Design and History
The Stampede’s primary logo is a navy circle with a gold trim featuring a white and black bison silhouette at the forefront. Above the oval is the wordmark “SIOUX FALLS” and below it “STAMPEDE.” The secondary logo depicts a blue bison charging through a cloud of smoke with the left hoof in the forefront, with the wordmark “SIOUX FALLS” above the bison and “STAMPEDE” below. Both logos were created by Paulsen Marketing in Sioux Falls.[1]
From team inception until sometime prior to the 2005–06 season, the current secondary logo served as the primary logo and vice versa.[1] The official primary colors are navy and gold, with black and white as secondary colors.[1]
In August 2023, the team unveiled a 25th Anniversary logo for the 2023–24 season. Designed by the Stampede’s Director of Merchandising Jasen Robbennolt, the circular logo uses the iconic navy-blue background, with silver as a secondary color to celebrate the silver anniversary. A subtle gold accent outlines the characters in the center. The years 1999 and 2024 mark the top half of the circle, with the team’s name at the bottom and “25th Season” front and center. The font of the “25th” is the same font used in the inaugural season jerseys worn in 1999–2000. Three USHL Clark Cups are shown in silver below the center text, representing the club’s championships in 2007, 2015, and 2019. The team’s mascot, Stomp the Bison, stampedes through the top portion of the circle, incorporating the club’s usual logo into the specialty design.[2]
Meaning and Symbolism
The bison motif connects directly to the team’s name and regional identity. The 25th Anniversary logo’s navy background was described by the team as an “ode to the club’s current color scheme and representing the traditions held within the Herd.” The silver secondary color was chosen to celebrate the silver anniversary, a tradition the team noted dates back to Roman times when a silver wreath would be given after 25 years of marriage.[2]
Typography and Design
Documented typography details are limited. The 25th Anniversary logo’s “25th” text uses the same font as the inaugural season jerseys worn in 1999–2000, according to the team’s announcement.[2] No other specific typeface information for the primary or secondary logos has been officially documented in available sources.
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