The Coyotes said the rebranding was part of the franchise's commitment to inclusivity and innovation by reaching out to communities that have not typically been home to hockey fans.
"Our rebrand will highlight that the Coyotes are a dynamic, energetic and a forward-looking organization, and this campaign (will) demonstrate our commitment to being a leader in our community,'' Coyotes President and CEO Xavier Gutierrez said in a news release. "The Valley and the entire state are a part of Our Pack.''
2022 - Present
The Kachina logo returns as the Arizona Coyotes full-time primary logo. The logo remains the same as it did in the late 1990s, a kachina-doll style coyote posed in the shape of a letter “A” holding a hockey stick.
2015 - 2021
The primary logo for the Arizona Coyotes is an aggressive coyote howling at the moon. It has a two-tone face with zig-zag black markings down the middle, three pieces of mane leading down to the neck, and triangular markings in the ear and chin. The Arizona Coyotes logo includes four triangles across the bridge of the snout, representative of the Four Peaks. The logo was designed by Adrenalin Design Group.
2004 - 2014
In 2003 – 2004, the Coyotes introduced a much cleaner, less experimental design to represent the team. The color scheme was simplified to a brick and tan and the logo is way less busy than the hectic design that came before it.
2000 - 2003
In 1999 the logo remained same with a darker shade of brick red and removed the wordmark “Phoenix Coyotes.” The coyote image is much larger.
1997 - 1999
When first designing the logo, artist Greg Fisher was actually asked to stay away from something menacing and instead focus on embracing the Southwest culture in an attempt to make the Arizona residents feel the team truly belonged to them. The logo consists of a sienna-colored Coyote wearing half of a sand-colored goalie mask and a brick red hockey jersey with hunter green pants. Clutching a sand hockey stick with a purple crescent moon logo on its chest.
1991 - 1996
In 1991 the logo changed to white dominate logo. The jet now orange which used to be flying up towards the sky, was now a simplified and flew level. A wordmark “WINNIPEG JETS” in blue on a white background. The “J” is still a blue hockey stick and the logo is surrounded by a orange circle.
1979 - 1990
In 1979 the Jets logo featured a jet taking off on a orange circle inside a blue circle with a wordmark “JETS” in white and “WINNIPEG” wordmark below in orange. A white hockey stick is the “J” in the wordmark “Jets.”