Skip to Main Content
The Official Site of the Arizona Coyotes

Coyotes Canvassing New Look, Better Brand

Changes coming this fall to team style, identities

by Alex Kinkopf @AEKinkopf / Arizona Coyotes

How do the concepts of youth, dynamics, authenticity, inclusivity and a forward-looking perspective relate to the Coyotes?

All of the above are characteristics the Coyotes braintrust believe underscore the franchise. The next step, they believe, is to better communicate those, through branding, to the community.

Recently the organization partnered with an advertising agency to help them do just that.

The ultimate goal: For the Coyotes to become the "It" team of professional sports.

"We chose MullenLowe LA to help us with our mission to break NHL team stereotypes and present our club in a cool and edgy way," Coyotes President and CEO Xavier Gutierrez said. "We want to change the way we showcase our players and incorporate the fashion and lifestyle world in our branding. Our identity and brand evolution will focus on our commitment to be consistent contenders on the ice, and evolve our look to be more inclusive, innovative and impactful in our community." 

MullenLowe LA is an advertising and marketing communications group whose clients also include, among others: Acura, Corona, Grey Goose, Hawaiian Airlines, Patrón, Hawaiian Airlines.

This is the first time MullenLowe LA has partnered with a professional sports team. 

New branding will debut with a "soft launch" in September, with a complete rebranding scheduled for October. Some of the rebranding will include a redefined color palette and modern twists on classic logos and wordmarks.

The launch will include two murals, scheduled to be displayed at sites to be announced in Phoenix during Hispanic Heritage Month.

Coyotes Senior Vice President of Marketing Tania Moreno is the point person on the partnership for the Coyotes.

"The opportunity to help strengthen and elevate the brand is a big reason I accepted this role," Moreno said. "I was impressed by MullenLowe LA's ability to craft a brand platform and design architecture that encompasses all of the elements this organization stands for and what we want people to appreciate us for."

View More