The Phoenix Mercury, one of the original eight WNBA teams, has seen many changes over nearly three decades since the league’s start. While some teams have folded or relocated, Phoenix remains one of only three franchises still based in their original cities, alongside the New York Liberty and Los Angeles Sparks.
As the WNBA’s 30th season approaches, the Mercury are announcing a major makeover. On Monday, the team revealed a complete rebrand, introducing a refreshed logo and wordmark. New uniforms will be unveiled on Tuesday, and updated courts are set to debut next season.
“We didn’t want a total redesign, just an evolution and modernization,” said team principal Vince Cozart. “The new look still feels like us, especially the core ‘M,’ which is meaningful given our proud history and passionate fanbase.”
Cozart explained that the idea for rebranding started before the COVID-19 pandemic but was delayed due to the challenges the team and league faced. The timing now aligns with key changes, including the retirement of Diana Taurasi, Brittney Griner entering free agency, new team ownership, and the league’s 30th anniversary. The rebranding process took roughly two and a half years.
“We’re at a pivotal moment in our team’s story,” Cozart said.
The design work was done internally, an unusual move for a professional sports franchise, to ensure the brand stayed authentic. Cozart said the only creative boundary was no spaceships, avoiding overly cosmic or cartoonish themes.
The new logo features the “M” tilted at a 19.97-degree angle, a nod to the league’s founding year, with the letter’s right corner referencing elements of the original logo. A global logo with four rings behind the “M” honors the planetary rings from the original design while also symbolizing Mercury as one of the eight founding teams. Another logo shows the outline of Arizona State with the team’s nickname, “Merc.”
The redesign highlights key visuals familiar to fans. Purple and orange are the team’s signature colors, but previous wordmarks rarely showcased purple. Now, purple is more prominent, acting as a shadow beside the orange crescent in the logo, symbolizing the planet Mercury’s shadowy qualities.
“This comes at a time when we’re starting a new chapter and pushing forward,” Cozart said. “The result feels true to who we are and what our fans recognize and love. We wanted it to feel familiar as more people than ever recognize our logo, team, players, and brand.”
This news is significant for WNBA fans because it marks a fresh era for a cornerstone franchise, blending respect for tradition with a modern look that could attract new supporters. The Mercury’s evolution also reflects the growth and increasing prominence of the WNBA as it celebrates its 30th anniversary, promising exciting developments ahead for the sport.
