Newfoundland Growlers logo unveiled as new ECHL team introduced


The Newfoundland Growlers logo. (Twitter/NLGrowlers)

It’s always exciting when a new sports franchise is introduced and its logo is unveiled — even better when it involves a dog.

The ECHL’s newest team was officially introduced to the hockey world Tuesday morning as the Newfoundland Growlers.

“Our primary logo is a Newfoundland dog – a large working dog who is known for their size, strength, intelligence and loyalty,” the team wrote in an Instagram post. “The dog in the logo is fierce and stoic to represent the pride and resilience of our province, and our reputation of never backing down from a challenge.

“Paired with a forged-style font, the hard edges and strong weight give it a stone-chiseled feel which lends itself well to the vintage style of the logo.”

Specifically, according to a press release, the colour palette and logo was inspired by a 1917 photo of a Newfoundland dog named Sable Chief that served as mascot for The Royal Newfoundland Regiment during World War I.

The Growlers will join the Brampton Beast as the only Canadian teams currently in the ECHL. They will play their home games at Mile One Centre in downtown St. John’s beginning in the 2018-19 season.

The city was without a professional hockey team this past season after the AHL’s St. John’s IceCaps relocated to become the Laval Rocket following the 2016-17 campaign. Former IceCaps president Glenn Stanford will oversee operations of the franchise.

“We are pleased to welcome St. John’s to the ECHL,” league commissioner Brian McKenna said in a quote posted to the team’s website. “The city has a long and proud hockey history and, along with the Maine Mariners, will be strong additions to our North Division.”

Early reviews of the logo and design have been positive.


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