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Coyotes' Guide to Style Resurrects White Kachina

New primary road jersey accents organization rebrand

by Alex Kinkopf @AEKinkopf / Arizona Coyotes

Welcome back, white Kachina jersey.

The white Kachina jersey is the Coyotes new, primary road jersey and highlights the Coyotes' team rebrand, announced Monday morning and effective for the 2021-22 season.

The black Kachina remains the primary home jersey.

The white version of the original Kachina jersey, worn 1996-2003, will make a special, non-road appearance for the Coyotes home opener on Monday, October 18, against the St. Louis Blues.

The Coyotes will wear "Kachina" for 74 games this season. The red Coyote head uniform will remain the team's alternate jersey, and will be worn for eight home games. It will be phased out in 2022-23.

The full-body Kachina returns as the primary logo, while the Kachina mask will serve as the secondary logo.

Another result of the rebranding is a new wordmark, with two custom display typefaces, "Desert Sans" and "Desert Sans Condensed." 

"Desert Sans" was created to match the Coyotes' heritage look and feel. The typeface will be used to create large and confident messaging systems. "Desert Sans Condensed" works well in large sizes because of its readability. The font will be used mostly as a graphic element, because of its beautiful shapes and negative spaces.

Both versions of the new wordmark can include either the full-body Kachina primary logo or the Kachina mask secondary logo. 

The team's new style guide features six colors: red, purple, process black, sand, green and orange. 

The Coyotes partnered with MullenLowe LA, an advertising and marketing communications agency, for the rebrand. The focus is on the concepts of youth, authenticity, inclusivity and a forward-looking perspective. MullenLowe LA will lead a marketing campaign promoting the rebrand through billboard, TV, radio, digital and print advertising.

Coyotes President and CEO Xavier Gutierrez believes the cool and edgy focus will break from the traditional NHL stereotype. In that same vein, last season the team established a relaxed, casual, player dress code

"Our rebrand will highlight that the Coyotes are a dynamic, energetic and a forward-looking organization and this campaign will demonstrate our commitment to be a leader in our community. The entire State and Valley is a 'Part of Our Pack'."

Added Gutierrez: "As always, we listened to our incredibly loyal and passionate fans, and we were overwhelmed by their love for the Kachina brand and desire to bring the logo and jerseys back on a full-time basis. Embracing the Kachina was an easy decision for us, and we are very proud to have one of the best logos and uniforms in the entire NHL."

The Coyotes wore the original black and white Kachina jerseys from 1996-2003. After a 12-year hiatus, the black Kachina jersey was re-introduced in a specialty "throwback" role March 2015. It was designated the team's official third jersey June 2018 and the team's primary home jersey January 2021. The white version has not been worn since the 2002-03 season.

Photos Credit: Kelsey Grant - Arizona Coyotes

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