When the WNBA launched in 1997, it featured just eight teams, and the Phoenix Mercury was one of them. Naturally, since 1997, the league has gone through its share of ups and downs, and so has the Mercury. Also, it is one of those rare teams that has remained loyal to the city. But entering their third decade in the league, the franchise has finally decided it’s time for something new!

The most recognizable WNBA franchise – and a three-time champion – is officially modernizing its look. And the first step is already here with a brand-new logo reveal on Monday.

The primary logo features a stylized “M,” positioned at an angle of 19.97 degrees as a reference to the league’s inaugural season. It divides the rings into eight lines – a tribute to Mercury being one of the league’s eight original franchises.

“We weren’t looking for a total reinvention. We just wanted an evolution. We wanted a modernization… To me, it still looks and feels like us, right down to the ‘M’ at the center of it. And that’s something we didn’t take lightly because it’s an original franchise, it’s a really proud history, and it’s a pretty rabid fan base,” Kozar said.

That’s not it. The team’s got another logo that incorporates the popular ‘merc’ nickname, which players and fans have used for years. Also, they kept their ‘PHX’ logo, created by Nike in 2021. They kept it as the first logo pays tribute to the team’s fan base, the ‘X factor’. 

Not only that, but Mercury also went on to experiment with their iconic purple and orange color scheme. Altogether, the rebrand includes 14 logos, marks, and wordmarks. The team also designed its own custom font for letters and numbers.

As for the dual-logo setup – that’s a strategic move to expand advertising and merchandizing options. The credit for this long-awaited transformation goes to team president Vince Kozar and owner Mat Ishbia.

It took 2.5 years to finalize the rebrand. The organization “looked at everything” for this new iteration of their visual identity. The design process used both internal staff and an outside agency to clarify “who we are” and to study how fans perceived earlier logos. After six “hardcore” months of sifting through “dozens and dozens” of designs and revisions, the final logo was chosen.

“It didn’t make any sense to hand something this personal and long-lasting over to someone that doesn’t eat, sleep and breathe the Mercury every day,” Kozar said. He had only one rule – no spaceships. And that’s how the logo came into existence. 

However, the rebranding process had been in the works even before the COVID-19 pandemic. But when Diana Taurasi retired, and Brittney Griner entered free agency, the timing made even more sense. After all, those two were central to the franchise’s championship era. With both gone, the new ownership wanted to establish an updated identity.

Well, the move also comes at a critical time. That’s because Mercury is entering a new competitive era with Alyssa Thomas joining the core. They’re heading into the WNBA’s 30th season, and it’s been less than two years since the franchise unveiled its $100 million, 58,000-square-foot practice facility – located just a block from their arena.

The state-of-the-art space includes two full-size courts, a weight room, and a team meeting room with theater-style seating. Unlike before, when they shared facilities with the NBA’s Phoenix Suns, this new complex is exclusively for the Mercury. Now, with the logo and wordmark complete, the franchise is moving on to its next step: new uniforms. And all this is enough for Mercury’s transformation ahead. Not just off but also on court. 

What to expect from the Phoenix Mercury?

Last season, the Phoenix Mercury shocked the league. They were underdogs from the start, yet made it all the way to the WNBA Finals. They stunned the No. 1 seed Minnesota Lynx, who dominated the regular season, and even outplayed the 2024 champions, the New York Liberty, in the first round.

Their dramatic rise makes Phoenix one of the most appealing destinations in the league – especially now, with 12 players on the roster hitting free agency this winter, joining over 100 others across the league. That includes core players Satou Sabally, Alyssa Thomas, DeWanna Bonner, and Sami Whitcomb.

The rebrand comes at a perfect moment. Players won’t just get new jerseys and a cutting-edge logo – they’ll also gain access to one of the best practice facilities in women’s basketball. Add to that the possibility of a “transformational” new CBA, with players demanding increased salaries and improved revenue sharing, and Phoenix could soon become a dream landing spot. What do you think – is Mercury’s new era arriving at the perfect time?