Founding WNBA franchise Phoenix will have a new look entering the 2026 season, as the Mercury announced its first-ever rebrand on Monday to celebrate the team's upcoming 30th anniversary campaign.
"The new branding represents the Mercury's championship legacy, devoted fanbase, and the new era that began with a record-breaking season and memorable [2025] Finals run," said Phoenix CEO Josh Bartelstein in a statement.
In honor of the franchise's 1997 inaugural season, the new primary Phoenix logo positions the Mercury "M" at an angle of 19.97 degrees, while the team's redesigned global logo centers the primary emblem on top of four rings — mirroring the planetary rings on the Mercury's original design.
The team is also debuting a first-ever secondary logo, featuring the outline of the state of Arizona with the seams of a basketball, while also officially introducing the popular "Merc" nickname into the WNBA squad's branding lexicon.
In celebration of the rebrand, Phoenix is currently running a first-of-its-kind community giveback called the Merc Merch Swap, in which fans can trade old team merchandise — which will be donated to Goodwill — for a newly branded Mercury T-shirt.
How to purchase or swap for new Phoenix Mercury merch
To take part in the Merc Merch Swap, fans can bring any Phoenix, WNBA, or WNBA team item to the Mercury Team Shop at Mortgage Matchup Center to swap for a new logo T-shirt as well as a single-item 20% voucher through through Friday, December 5th.
Phoenix's rebranded items are also now available for purchase at the team's online shop.
The two newest PWHL teams are re-introducing themselves this week, as the third-year league officially revealed the team names and branding for 2025/26 expansion sides Seattle Torrent and Vancouver Goldeneyes on Thursday.
"The Seattle Torrent and Vancouver Goldeneyes are bold, distinctive, and true to who we are as a league," PWHL EVP of business operations Amy Scheer said in a league statement. "Each team identity is deeply connected to its home — Seattle draws inspiration from the waterways that shape its landscape, and Vancouver from its abundance of unique wildlife."
While the Torrent's letter "S" evokes Seattle's waterways, Vancouver's branding utilizes a local city bird — the "fiercely protective Common Goldeneye" — for "its speed, strength, and precision in flight."
"The Goldeneyes name is powerful, bold, and tough," said Vancouver forward and local product Jenn Gardiner. "This identity is a perfect reflection of who we are, where we come from, and that we will be relentless to play against every single night."
While the PWHL always planned to unveil the expansion sides' individual identities ahead of the 2025/26 season, both teams will still follow suit from the league's inaugural year by sporting generic PWHL branding throughout their debut campaigns.
In what Scheer calls "the start of an incredible Pacific Northwest rivalry," both the visiting Seattle Torrent and host Vancouver Goldeneyes will make their PWHL debuts against each other when the puck drops on the league's third season on Friday, November 21st.
How to purchase Seattle Torrent and Vancouver Goldeneyes merch
While the Torrent and Goldeneyes will don generic jerseys this season, fully branded merchandise for the 2025/26 PWHL expansion teams hit the league's online shop for fans to purchase on Thursday.