How to Embrace the Phoenix Mercury’s New Brand Identity
PHOENIX — For the first time since their 1997 debut, the Phoenix Mercury have launched a full rebrand featuring a modernized primary “M” logo, 14 total marks and wordmarks, a custom-designed typeface, and updated uniforms that highlight the team’s signature purple. The franchise revealed the new identity during a private event in Phoenix ahead of their upcoming milestone 30th season.
According to Mercury president Vince Kozar, the team set out to modernize the original 1990s-era logo rather than replace it with something completely new. The previous identity system relied on only two usable logos and a script wordmark, which limited merchandise and branding flexibility. The updated toolkit expands the brand’s capabilities across merchandise, digital platforms and arena activations.
“Rather than just coming out of left field with something new, we decided to modernize it,” Kozar said.
Design Elements and Hidden Details
One of the most prominent visual upgrades is the new “M” logo, set atop a stylized planet—representing Mercury. The updated design incorporates more purple and uses refined shapes and angles that still pay homage to the original look. The “M” and its components are set at a 19.97-degree angle, a tribute to the team’s inaugural 1997 season.
The global-style logo includes eight radiating lines, symbolizing both the rings in the original logo and Mercury’s status as one of the WNBA’s eight founding teams. Wordmarks are angled at 8 degrees to reinforce this nod to the league’s origins.
What Stayed the Same
The popular “PHX” secondary logo, introduced by Nike in 2021, remains part of the family after strong player and fan reception. The organization also added a “Merc” wordmark, reflecting how fans and staff have referred to the team for decades.
Two in-house designers, Kelly Streeter and Jaden Guilford, led the final six months of hands-on design work after the franchise collaborated with an outside agency on research and brand perception.
A Rebrand Years in the Making
The Mercury initially considered a rebrand ahead of their 25th season, but the COVID-19 pandemic delayed the process. After the league and team returned to normal operations, the organization began targeting the 30-year milestone as the ideal launch window. The entire project took about two and a half years from planning to completion.
Kozar emphasized that the timing—coming off a recent WNBA Finals trip—was coincidental, but the strategic intention behind the rebrand was deliberate.
Fan Programs and Merch Rollout
New uniforms and select logo variations are being released this week in stores and online, with additional merchandise rolling out gradually. The team also announced a community-focused “Merc Merch Swap,” where fans can trade in older Mercury or WNBA gear for new items. The collected apparel will be donated to local organizations, and fans participating will receive discounts on new merchandise.
Additionally, the rebrand incorporates the outline of the state of Arizona into select marks, strengthening the franchise’s community connection.
Why the Rebrand Matters
The updated identity gives the Mercury a more versatile visual system for modern digital marketing, social media, merchandising, and broadcast. With the WNBA’s national footprint and viewership growing, the Mercury’s refreshed brand positions the team for long-term success.
Video Credit
Official Phoenix Mercury video content related to the rebrand is credited to the Phoenix Mercury YouTube channel.
Disclaimer
This article includes information gathered from official team announcements, news reports, and publicly available video content. Some details come from team-released materials and interviews. If any content owners request updates or removal, we will promptly adjust the article.