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Oct 14, 2025; Dallas, Texas, USA; A view of the Minnesota Wild logo during the game between the Dallas Stars and the Minnesota Wild at American Airlines Center.

How Did 'Wild' Become the Face of Minnesota Hockey?

Originally posted on The Lead | By Danielle Schackmann | Last updated Mar 20, 2026 6:58 PM ET

Known as the State of Hockey, Minnesota lives and breathes the sport at every level. From frozen backyard rinks to the bright lights of the National Hockey League, hockey is deeply embedded in Minnesota’s culture and communities.

However, that identity was abruptly stripped away in 1993 when the Minnesota North Stars moved to Dallas, Texas (becoming the Dallas Stars). When the league returned a few years later, Minnesota needed a new team and a new name that could reflect the spirit of its people and landscape. So, how did the name Wild come to symbolize Minnesota hockey?

A Missing Piece in the State of Hockey

For seven seasons, Minnesota lacked an NHL team. This created a noticeable gap in a state where hockey is a daily part of life. By 1997, a new franchise had been awarded and began playing in 2000. Expectations were already set. It was crucial to bring back something fans felt was absent. This made every decision, especially the choice of the name, much more important than a typical expansion team. When it was time to select a name, Minnesota took its time. The franchise involved fans in the decision, resulting in thousands of suggestions. A few finalists stood out, like “Freeze” and “Northern Lights.” These names were intended to reflect the state’s climate and geography. Even the name “Blue Ox” was circulated among fans. Ultimately, the organization opted for something more abstract. The name “Wild” stood out because it did not connect to a specific animal or symbol. It conveyed a broader sense of Minnesota’s identity. In a league full of mascots, the Minnesota Wild chose a name that represents nature itself. This choice allows the brand to feel unique and forge an emotional connection to the state it represents.

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The Story Inside the Logo

The name “Wild” is just a small part of a bigger story. The logo and branding help bring the team concept to life. Graphic artist Stephen O’Laughlin and SME Branding worked together to create a visual identity that reflected both the wilderness theme and Minnesota’s strong connection to the sport. They interviewed fans and presented them with concepts to find a mark that told a clear visual story. The result captured only that. The silhouette of a “wild animal” features a forest landscape at dusk, including trees, a stream, and a starry sky. The animal’s eye symbolizes the North Star, paying homage to Minnesota’s heritage and hockey history. The colors also hold poetic significance. Names like Iron Range Red, Forest Green, Harvest Gold, and Minnesota Wheat connect the palette to the state’s rural landscape. Working together, the logo and colors strengthen a brand tied to the outdoors and the grassroots hockey passion that characterizes Minnesota.

A Brand That Belongs to the People

The Wild brand both represents a team and reflects the state it stands for. Fans who wear the logo proudly tell a story, whether they realize it or not. Every jersey, hat, scarf, and Wild item displays the team’s identity. This connection spans generations of Minnesotans and symbolizes the state’s resilience and strong bond to the wilderness. More than just a team name or logo, “Wild” has become a unifying emblem that tells the story of Minnesota hockey, both on and off the ice.

This article first appeared on The Lead and was syndicated with permission.

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