Seattle Storm launches new brand identity and redesigned logo

Sue Bird and Jordin Canada will raise flag on Space Needle; Mural in Lower Queen Anne will celebrate Storm

SEATTLE, Wash. — The Seattle Storm announced today the launch of its new brand identity and redesigned logo reflecting the storied history of the franchise, its championship culture and connection to the city of Seattle and the Pacific Northwest.

The new logo retains the iconic image of the Space Needle, which sits within basketball ribs. Overlooking it all is the peak of Mount Rainier, representing Seattle’s home in the Pacific Northwest. At the center, a lightning bolt evokes the intensity, power, and purpose of the Storm identity both on and off the court.

The logo’s combined elements bring together both the sleek, innovative aesthetic of Seattle with the natural power in the surrounding Pacific Northwest. The new wordmark uses a more futuristic typeface to better represent the fast-paced and forward-moving city the Storm calls home.

The primary colors, Lightning Yellow, a deep Thunder Green, and a brighter Bolt Green, maintain the legacy of the original Storm brand.

To celebrate the newly launched brand, Storm guards Sue Bird and Jordin Canada will raise a flag featuring the new logo atop the Space Needle on March 3 at 2 p.m. PT.

In partnership with global art activation agency Muros, a mural by artists Mari Shibuya and Zahyr celebrating the Storm’s new identity and continuing commitment to social justice efforts in Seattle will be installed on the Toulouse Petit building in on Mercer and Queen Anne Avenue, just a block from the Storm’s home in Climate Pledge Arena.