"The new Mercury logo shows an "M" that's a simplified version of the letter taken from the team's old script wordmark. The bottom of the "M" is angled up at 19.97 degrees as a nod to the team's 1997 founding as one of the league's eight original franchises, and it's set on a circle with a crescent shadow that represents the planet Mercury. The modernized logo was designed in-house."
"The rebrand comes at an inflection point for the team, which lost star player Diana Taurasi to retirement in February, and lost the 2025 WNBA championship to the Las Vegas Aces in October. The Mercury are considered the WNBA's best-run organization, according to an anonymous survey of WNBA players released by The Athletic in July, in part because of their facilities. Mercury President Vince Kozar tells Fast Company, "Our goal is to make it as easy as possible to be a fan.""
"It also comes at an inflection point for the league. Game attendance is at an all-time high, and the WNBA is expanding. The Golden State Valkyries joined last season, with the Portland Fire and Toronto Tempo set to debut next year, and future franchises planned for Cleveland, Detroit, and Philadelphia, which would bring the league to 18 teams by 2030. In a more crowded league, teams are simplifying their branding to stand out."
Phoenix Mercury unveiled a simplified M logo derived from the team's old script wordmark, with the letter's bottom angled up at 19.97 degrees to honor the 1997 founding and placed on a circle with a crescent shadow representing the planet Mercury. The modernized mark was designed in-house. The rebrand arrives after Diana Taurasi's retirement and the team's loss in the 2025 WNBA championship. The franchise is recognized for strong facilities and organizational management. Rising league attendance and planned expansion toward as many as 18 teams by 2030 are prompting multiple WNBA franchises to simplify and modernize their branding.
Read at Fast Company
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