Today, a new era for the PWHL began. The names and logos for each six teams were finally announced after much anticipation. PWHL Ottawa will now be known as the Ottawa Charge. Rooted in the city’s motto, “Advance – Ottawa – En Avant,” the team name celebrates Ottawa’s constant growth and forward momentum as Canada’s capital. From their electrifying logo to their fan-driven identity, the Charge are set to leave their mark on the PWHL.
An Electrifying Name and Visual Identity
The name “Charge” reflects both the energy of Ottawa’s passionate hockey community and the city’s ongoing progress. The Charge draws inspiration from Ottawa’s motto, emphasizing the city’s leadership in innovation, politics, and now, women’s professional hockey.
“You could feel the fans moving the team forward, and the team moving the fans forward. It felt like a constant charge in there, and that’s what we kept coming back to. The Charge—that says it all.”
Alastair Merry, Flower Shop co-founder and Chief Creative Office
“It could mean leading the charge, it could mean being charged up, it could mean multiple things, but at the end of the day, I think it’s the energy of Ottawa.”
Amy Scheer, PWHL Senior Vice President of Business Operations
The Charge’s logo is a striking symbol of movement and energy. Designed by the creative agency Flower Shop, the monogram ‘O’ is central to the team’s visual identity. The logo conveys energy through its spikes, which radiate outward, symbolizing the team’s dynamic play and the momentum they generate on the ice. The design also incorporates a subtle nod to the letter ‘C,’ cleverly integrated to connect with the team’s name, “Charge”.
The bold red color anchors the logo, reflecting intensity, while the inclusion of greys and a pop of yellow adds depth and contrast. This palette was chosen carefully to ensure continuity with the team’s look from their inaugural season, reinforcing a sense of connection for long-time fans.
According to Amy Scheer, PWHL Senior Vice President of Business Operations, this branding process was “a labor of love.” She explained that the goal was to ensure the team identities truly represented the cities they hailed from and to develop symbols that both players and fans could rally behind.
Ottawa’s Fan Power
Ottawa has been at the forefront of women’s hockey for decades, having hosted the first recorded game of organized women’s hockey in 1880. With the Charge, the city is once again a leader in the sport. The Ottawa Charge’s fanbase is already proving to be one of the most dedicated in the league. The team set attendance records during their debut season, including a world record at TD Place with over 8,300 fans at their Home Opener on January 2nd, showcasing the electric atmosphere that has come to define the Charge’s home games.
The Thunder Clap, a post-game ritual where the players gather at center ice to thank the crowd, has quickly become a cherished tradition. This ritual highlights the deep connection between the team and its supporters, emphasizing the community aspect that defines Ottawa Charge. General Manager Mike Hirschfield loves the name explaining, “it represents the energy of our fans and the charge that our players feel. The passion our fans brought inspired our players to the highest levels of performance.”
The Future of the Ottawa Charge
With a roster filled with experienced Olympians like Brianne Jenner and an amazing fan base, the Ottawa Charge is ready to build on the foundation laid in their debut season. The Charge’s new identity is more than just a name and logo—it is a rallying cry for a city that is eager to support its team in making history on the ice.
Ottawa Charge is not just about playing hockey; it’s about leading a movement, forging new connections, and energizing a city that thrives on progress. The Charge are ready to electrify the PWHL and leave their mark on professional women’s hockey for years to come.
