![\"\"](\"https:\/\/www.newsbeep.com\/us\/wp-content\/uploads\/2025\/11\/PMercury_Global-1.jpg\")
<\/p>\nAs one of the WNBA\u2019s eight original franchises, the Phoenix Mercury have witnessed a surplus of change in nearly three decades since the league\u2019s founding. Teams have cropped up, then folded. Others have relocated. Phoenix, meanwhile, is one of only three franchises \u2014 the New York Liberty and Los Angeles Sparks being the other two \u2014 that have remained in the same city.<\/p>\n
With the league\u2019s 30th season approaching next spring, however, the Mercury are unveiling a significant change of their own. On Monday, Phoenix revealed a complete rebrand, sharing an updated logo and wordmark. The franchise is expected to release new uniforms on Tuesday and will have new courts for next season as well.<\/p>\n
\u201cWe weren\u2019t looking for a total reinvention. We just wanted an evolution. We wanted a modernization,\u201d team president Vince Kozar said. \u201cTo me, (it still) looks and feels like us, right down to the \u2018M\u2019 that\u2019s at the center of it. And that\u2019s something that we didn\u2019t take lightly because it\u2019s an original franchise, it\u2019s a really proud history, and it\u2019s a pretty rabid fan base.\u201d<\/p>\n
Kozar said the franchise began thinking about a rebrand before the COVID-19 pandemic. The rebrand was put on pause as the franchise \u2014 and league \u2014 weathered a tumultuous period. In the aftermath of the departure of franchise stalwarts Diana Taurasi (retirement) and Brittney Griner (free agency), new ownership establishing itself within the market and the 30th year of the league, Kozar said the timing made sense. The process took around 2 1\/2 years.<\/p>\n
\u201cWe\u2019re coming to an inflection point in our team\u2019s history,\u201d Kozar said.<\/p>\n
<\/p>\n
\n The Mercury unveiled a global logo, with four rings positioned behind it, a reference to the planetary rings on the original design. (Courtesy of the Phoenix Mercury)<\/p>\n
Kozar pushed those in the organization to \u201clook at everything\u201d as they considered what the next iteration of their brand could be. The Mercury worked on their design process using internal staff, a rarity across major professional sports re-designs.<\/p>\n
\u201cIt didn\u2019t make any sense to hand something this personal and long-lasting over to someone that doesn\u2019t eat, sleep and breathe the Mercury every day,\u201d he said.<\/p>\n
There were few creative limitations \u2014 except one: \u201cNo spaceships was my big thing,\u201d Kozar said.<\/p>\n
\u201cWe don\u2019t want to feel like NASA. There\u2019s a temptation, because it\u2019s a planet, for it to get very space and very cartoony and very Marvin the Martian.\u201d<\/p>\n
Phoenix ended up with an \u201cM\u201d positioned at a 19.97-degree angle in the primary logo, a nod to the inaugural season, with the right corner of the letter serving as a nod to the original logo\u2019s geometric rings.<\/p>\n
The Mercury also unveiled a global logo, with four rings positioned behind it, a reference to the planetary rings on the original design. The \u201cM\u201d divides the four rings into eight lines, paying homage to the Mercury being one of the eight original franchises. Phoenix also debuted a second logo, featuring the outline of the state of Arizona, and workmarks which acknowledge the team\u2019s \u201cMerc\u201d nickname.<\/p>\n
![\"\"](\"https:\/\/www.newsbeep.com\/us\/wp-content\/uploads\/2025\/11\/PMercury_Wordmark_PHX-1.jpg\")
<\/p>\n
\n The Mercury worked on their design process using internal staff, a rarity across major professional sports re-designs.\u00a0(Courtesy of the Phoenix Mercury)<\/p>\n
The Mercury wanted to stress visuals synonymous with the franchise. For instance, their colors are widely thought of to be purple and orange, yet purple was barely in their prior wordmark. Purple has a more prominent place in the redesign as it serves as the shadow next to the orange crescent shape at the logo\u2019s center, which the team said echoes the shadowed side of planet Mercury.<\/p>\n
\u201cIt comes at a time where we\u2019ve begun a new era. It\u2019s an opportunity to point ourselves forward and continue moving forward,\u201d Kozar said. \u201cWhat we wound up with is what felt truest to who we are and what our fans know and love about us. We wanted it to feel recognizable at a time when so many people, now more than ever, recognize our logo or recognize our team or players or brand.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"As one of the WNBA\u2019s eight original franchises, the Phoenix Mercury have witnessed a surplus of change in…\n","protected":false},"author":2,"featured_media":318728,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[73],"tags":[5551,99,1794,434],"class_list":["post-318727","post","type-post","status-publish","format-standard","has-post-thumbnail","category-wnba","tag-phoenix-mercury","tag-sports","tag-sports-business","tag-wnba"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/318727","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=318727"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/318727\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/318728"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=318727"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=318727"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=318727"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}