Redesigning PWHL Ottawa's New Identity

Today, PWHL Ottawa revealed their new team name and logo: Ottawa Charge. As someone who grew up in Ottawa but was born in Calgary, I was both excited and intrigued by how similar the logo looked to the Calgary Flames'.

So, I decided to take a shot at redesigning it to better represent Ottawa’s unique identity while ensuring it stands out from similar brands.

While some fans were upset by the departure from Ottawa’s traditional red, black, and white colour scheme (67s, RedBlacks, Senators, BlackJacks, etc.), I’m a fan of the bold red and yellow. It’s energetic and reflects the idea of power and speed—perfect for a team called Charge. I'm also happy they decided to align with Ottawa’s official motto, “Advance-Ottawa-En Avant,” a phrase with origins in battle cries used to distinguish friend from foe (Toronto are the foe).

Always Moving...Forward

To give the logo a deeper connection to Ottawa, I looked to the iconic Chaudière Falls (also known as Kana:tso or Akikodjiwan Falls) in the heart of Ottawa-Gatineau. Historically, the falls have been a Indigenous meeting place and an integral force behind Bytown's past lumber industry. Today, the falls are the site of a hydroelectric dam, producing power for Ottawans for over 100 years.

“Due to it’s cauldron-like shape of the original falls, and the spray rising from the churning water the Algonquin First Nation called it ‘Asticou,’ meaning ‘kettle,’ which inspired the French name ‘Chaudière.’”

c: chaudierefalls.com

The Redesigned Logo

I used the C-shape of the falls to form the "C" in Charge.

Behind the C flows the Ottawa River, and a bolt of electricity escapes from the other side, symbolizing power and propelling us forward, much like the city’s motto, "Advance".

The Wordmark

To emphasize the theme of advancement, I incorporated an arrowhead into the wordmark, stemming from the bolt in the logo, further reinforcing the idea of moving forward.