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Anaheim Ducks Officially Take Flight

by Staff Writer / Anaheim Ducks


ANAHEIM, Calif. - The Anaheim Ducks today unveiled the club's new logo and jerseys at a press conference held at the Arrowhead Pond of Anaheim. At the same time, the club officially changed its name from the Mighty Ducks of Anaheim, to the Anaheim Ducks.

"We're both proud and excited to bring hockey fans in Southern California a new look and new name," said Anaheim Ducks owner Henry Samueli. "We think the new logo and jersey portray the same passion and energy our players and fans bring to the building every night."

The new look and identity of the Ducks were a collaborative effort, mixing opinions of fans as well as Ducks players, ownership and management. After sports branding firm, Frederick & Froberg Design Office developed dozens of concepts in an exploratory design phase, all parties involved unanimously decided to go beyond simply altering the original concept of an aggressive duck character.

In shaping the new design, the focus was sharpened to create an overall image that expressed excitement, speed and a competitive edge. In addition, a classic color palette of black and metallic gold was developed, with an accent of orange as a metaphorical link to the teams' Orange County home.

"As area residents, we felt it important the jerseys in some way represent our home," added owner Susan Samueli. "And, we believe this new look serves as a fantastic way to update the franchise's growing tradition."

The result is a strong, typographic mark anchored by a stylized "D" that echoes the image of a duck's foot or footprint. The custom typography has a powerful forward momentum and is made up of metallic gold letters with orange drop-shadows and a black holding shape. The new uniforms are an evolution of the earlier sweater design but with gold, white and orange sweeping stripes influenced by the curves of the "D" in the Ducks' logo.

The overall look is a distinctive departure from the original design, introducing a more sophisticated, powerful and timeless identity.

"I really love the new look and thank the Samuelis for giving me a chance to have input on the design," said Ducks winger Teemu Selanne. "I can't wait to hit the ice with it this fall."


Since their inception in 1993, the Anaheim Ducks have earned four trips to the Stanley Cup Playoffs, including a trip to the Finals in 2003 and the Western Conference Finals this past season.

Just over a year ago, on June 20, 2005, the Ducks' franchise was purchased by Orange County residents Henry and Susan Samueli. In the Samueli's first year of ownership, the Ducks went on to break franchise records for overall wins (43) and standings points (98). Entering the 2006 Playoffs as the Western Conference's sixth seed, the Ducks upset the third-seeded Calgary Flames in a thrilling seven-game series and went on to sweep the Colorado Avalanche before losing to the Edmonton Oilers in the Western Conference Finals.

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