News

New name, logo and colours revealed for ECHL’s Newest Team: The Newfoundland Growlers

ST. JOHN’S, NL (May 22, 2018)

Today, Deacon Sports & Entertainment unveiled the highly-anticipated name, logo and colours for the ECHL’s newest team: The Newfoundland Growlers. 

During this morning’s ceremony at The Rooms, a video was used for the unveiling of the brand designed by local St. John’s marketing and communications agency Idea Factory. 

 “Finalizing the team brand and visual identity is a pivotal part of bringing our vision to life. It moves us one step closer to kicking off the Newfoundland Growlers’ inaugural season in October,” says Dean MacDonald, Chair of Deacon Sports & Entertainment. 

Newfoundland Growlers: The Story of Our Logo

The goal for the visual identity was to create something iconic that could be a source of pride for hockey fans.  

The primary logo is a Newfoundland dog – a large working dog who is known for their size, strength, intelligence and loyalty. 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. 

The colour palette was inspired by an iconic photo of Private Hazen Frazier with Sable Chief, a Newfoundland dog that served as the mascot of The Royal Newfoundland Regiment during WWI. The vintage tones compliment the dog’s dark hues, creating a strong combination with a classic, universal appeal. 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. 

 The team’s website and social media pages also went live today. Stay current with the latest team news by visiting www.nlgrowlers.com . Follow the Growlers all year long on Facebook (/nlgrowlers), Twitter (@nlgrowlers), and Instagram (@nlgrowlers).

 The first game for the Newfoundland Growlers in their inaugural season will be October 12th when they face off against the Florida Everglades at Mile One Centre. 

 About the ECHL

Began in 1988-89 with five teams in four states, the ECHL has grown into a coast-to-coast league with 27 teams in 21 states and one Canadian province for its 30th season in 2017-18. There have been 640 players who have gone on to play in the National Hockey League after starting their careers in the ECHL, including 17 who have made their NHL debuts in the 2017-18 season. The ECHL has affiliations with 26 of the 31 NHL teams in 2017-18, marking the 21st consecutive season that the league had affiliations with at least 20 teams in the NHL. Further information on the ECHL is available on its website at ECHL.com

Media Inquiries:

Samantha Phelan            

Communications & Marketing, Deacon Sports & Entertainment                                                         

709-727-8229                                                                   

Samantha.phelan@prohockeyisback.com