The Minnesota Wild logo stands as one of the most intricate and layered marks in professional hockey. Created before the franchise’s first season in 2000, this emblem captures Minnesota’s wilderness through a landscape that also reads as the head of a wild animal.
SME Branding of New York developed the identity, and graphic artist Stephen O’Laughlin designed the primary logo. The mark has stayed essentially the same since 2000, with one change in 2013. It is a strong example of a sports logo that tells a story.
Within NHL logos, the Wild mark broke from conventional approaches. Most hockey teams at the time used straightforward animal depictions or simple lettermarks. Minnesota chose something different.
What Is the Minnesota Wild Logo?
The Minnesota Wild logo is a wild animal’s head formed by a forest landscape at dusk: green pine trees, a river, a red sky, a gold sun and a white shooting star that serves as the eye. SME Branding’s Stephen O’Laughlin designed it for the team’s 2000 NHL debut. The team has never said which animal it is.
| Symbol | Wild animal head formed by a forest, river, sun and shooting star |
| Designer/agency | Stephen O’Laughlin at SME Branding (New York) |
| Current version since | 2013 (refresh of the 2000 logo; the arched wordmark was dropped) |
| Colors (hex) | Forest Green #154734, Iron Range Red #A6192E, Harvest Gold #EAAA00, Minnesota Wheat #DDCBA4 |
| Typeface | Custom lettering, no commercial font credited |
| Previous major version | 2000–2013 logo with arched “MINNESOTA WILD” wordmark |
How Has the Minnesota Wild Logo Evolved Over Time?
The Wild kept the same core illustration since 2000. The main change is the arched wordmark, which was dropped in 2013, plus a series of alternate logos.
The NHL awarded Minnesota an expansion franchise on June 25, 1997, with play to begin in 2000/01. The North Stars had left for Dallas in 1993.
Original Script Logo (1998)
The team was officially named the Wild on January 22, 1998, at Aldrich Arena in Maplewood. The first logo was a script “Wild” in green with gold and red outlines. A sleeve patch paired it with a roundel reading “Minnesota” and “NHL Hockey”. The script was replaced by the bear-head design on the inaugural jerseys.
Original Wilderness Logo (2000-2013)
The primary logo for the inaugural 2000/01 season showed the wilderness animal head with an arched “MINNESOTA WILD” wordmark above it. SportsLogos.net lists this as the primary logo from 2000/01 to 2012/13. Sources disagree on the exact date the design was unveiled, so we do not give one.
Current Logo (2013-Present)
Per SportsLogos.net, a second primary logo era began in 2013/14. In the version used today the arched wordmark is gone and the head sits on its own. The Minnesota Wild also use a dark-background version of this logo.
Alternate Logos (2003-Present)
A bear-head alternate logo was added in 2003/04. SportsLogos.net describes it as the head of a black bear against Minnesota scenery, inside a green and wheat circle with the team name. It was worn on the alternate jersey, which later became the home jersey. Other alternates and a “Wild” wordmark (2010 onward) are also listed.
What Do the Design Elements of the Minnesota Wild Logo Mean?
The design combines two images in one, an optical illusion: a forest landscape at dusk, and the head of an animal.
SME developed ten concepts for the icon after hundreds of one-on-one interviews with fans and leadership, and team leadership chose the final design. The slightly jagged lines suggest strength and motion.
Why Did Minnesota Wild Choose These Specific Colors?
The official palette includes Iron Range Red, Forest Green, Harvest Gold and Minnesota Wheat, with white as the main background color. The names refer to the state: the Iron Range is a mining region in northern Minnesota, and the wheat color recalls its farmland, though the team has not published a reason for each choice.
Team Color Codes lists Forest Green #154734, Iron Range Red #A6192E, Harvest Gold #EAAA00 and Minnesota Wheat #DDCBA4. Green and red give strong contrast in the color palette, and the gold and wheat soften the transition. General color psychology ties green to nature and red to energy, but those are readings, not team statements. Gold, red and wheat sit close together on the wheel, which makes them analogous colors.
What Typography Style Is Used in the Minnesota Wild Logo?
No source names the typeface in the Wild’s wordmarks, so it should be treated as custom lettering. The arched “MINNESOTA WILD” text on the 2000 logo is in bold capitals without the strokes of a serif font. The sample above is a general bold sans-serif, not the team’s own lettering.
There is no known exact font match. For similar bold capitals, try a free sans-serif such as Oswald. Other typography elements in the identity vary by logo, and typography choices across the system are not documented by the team.
What Are the Hidden Meanings in the Minnesota Wild Logo?
The animal’s eye is the North Star. It honors the departed Minnesota North Stars and echoes the state motto “L’Étoile du Nord” (the Star of the North). The Wild’s alternate logo, in use since 2003, also uses the star as the eye.
The team has never officially identified the animal. It calls it a “wild animal.” Many fans see a bear or a wild cat, and the rounded ear and neck are often cited in support of the bear theory.
How Does the Minnesota Wild Logo Compare to Competitor Logos?
Among NHL Central Division rivals, the Wild logo stands apart through complexity. The Colorado Avalanche logo uses a stylized “A” with motion lines.
The Dallas Stars logo is a star-based mark, a simpler, more minimalist design. Dallas is also the franchise that left Minnesota as the North Stars. Nashville’s Predators logo features a saber-toothed cat head.
The Florida Panthers logo shows a literal panther. The San Jose Sharks logo depicts a shark.
Minnesota’s animal emerges from landscape. That is the difference.
What Are the Minnesota Wild Logo Colors?
The Wild use Forest Green, Iron Range Red, Harvest Gold and Minnesota Wheat, with white as a background. The hex codes above come from Team Color Codes. The team has not published its own RGB, CMYK or Pantone numbers that we could find, so any such values online are estimates.
What Cultural Impact Has the Minnesota Wild Logo Had?
The Wild logo reconnected Minnesota with NHL hockey after the North Stars left for Dallas in 1993.
The animal’s identity sparked years of debate. Because the team never confirmed it, bear versus wild cat remains a fan argument, which keeps the logo in conversation.
The team name is also unusual: a 2009 article noted that the Wild is one of only seven non-plural North American pro team names, and the only one of 122 franchises based on an adjective.
How Does the Minnesota Wild Logo Fit Into the Overall Brand Identity?
The logo anchors a broader brand system built around Minnesota’s wilderness identity. The jerseys use forest green as the dominant color with red and wheat trim.
The team plays at Xcel Energy Center in St. Paul, now called Grand Casino Arena. The mascot, Nordy, was introduced in 2008 and shares the color scheme, which creates visual unity across the brand.
How Should the Minnesota Wild Logo Be Used?
The Wild logo is a registered trademark of the team and the NHL. Selling items with it, or implying endorsement, needs a license. Editorial use, such as news and logo history write-ups, is normally fine.
The logo has fine interior detail, so it loses clarity at small sizes. Use a vector file rather than a low-DPI image, especially for print design. This is general advice, not the team’s own rules.
FAQ on The Minnesota Wild Logo
What Animal Is in the Minnesota Wild Logo?
The team has never officially said. It calls it a “wild animal”. Many fans see a bear or a wild cat.
Who Designed the Minnesota Wild Logo?
Graphic artist Stephen O’Laughlin designed the primary logo while working for SME Branding of New York. The agency developed ten concepts and the team chose the final design.
What Do the Minnesota Wild Logo Colors Mean?
The official colors are Iron Range Red, Forest Green, Harvest Gold and Minnesota Wheat. The team has not published a meaning for each, though the names point to Minnesota places and landscape. Understanding color theory helps explain why the palette reads clearly.
What Is Hidden in the Minnesota Wild Logo?
The logo is an optical illusion. It shows a forest landscape at dusk and the head of an animal, with the shooting star as the eye. These design elements make a good example of visual storytelling.
When Was the Minnesota Wild Logo Created?
The team was named on January 22, 1998, with a script logo. The wilderness primary logo came before the 2000/01 inaugural season, and sources disagree on its exact unveiling date.
Has the Minnesota Wild Logo Ever Changed?
Yes, slightly. The main illustration is the same since 2000, but the arched wordmark was dropped in 2013. The team has added alternate logos along the way.
What Font Does the Minnesota Wild Use?
No source names it. The wordmarks use custom lettering, so there is no exact commercial font. A free bold sans-serif such as Oswald comes closest. The first logo in 1998 used a script font style “Wild”, and font psychology links script to a friendlier tone.
What Does the Star in the Minnesota Wild Logo Represent?
The shooting star forms the animal’s eye and is the North Star. It honors the Minnesota North Stars and echoes the motto “L’Étoile du Nord”.
Why Is the Minnesota Wild Logo Not Circular Anymore?
The main logo is an irregular animal head shape. A circular version exists as the alternate logo, where it works as a patch, and framing the scene inside a circle gives it more visual balance.
Can I Use the Minnesota Wild Logo for Personal Projects?
Personal, non-commercial use such as fan art is generally tolerated. Selling items with the logo requires a license from the team and the NHL, and low-quality files are not suited to print applications.
Conclusion
The Minnesota Wild logo remains one of the most thoughtfully designed marks in professional hockey. Its landscape-and-animal illusion rewards closer inspection every time.
The star eye ties the Wild back to the North Stars, and the team’s refusal to name the animal keeps the debate going.
Twenty-plus years later, the design still holds up. That says a lot about the original graphic design principles and logo design principles behind it.
Sources
- Vintage Minnesota Hockey, Minnesota Wild Logo Creation – https://history.vintagemnhockey.com/page/show/4709151-minnesota-wild-logo-creation
- Wikipedia, Minnesota Wild – https://en.wikipedia.org/wiki/Minnesota_Wild
- SportsLogos.net, Minnesota Wild Alternate Logo – https://www.sportslogos.net/logos/view/oejso3ji8h9jeoli89ga0e3tl
- Bleacher Report, Bears Eat Beets: The Minnesota Wild Logo – https://bleacherreport.com/articles/260995-bears-eat-beets-the-minnesota-wild-logo
- Wild About Design, Happy 15th Birthday to the Nickname Wild – https://wildaboutdesign.blogspot.com/2013/01/happy-15th-birthday-to-nickname-wild.html
- Team Color Codes, Minnesota Wild Color Codes – https://teamcolorcodes.com/minnesota-wild-color-codes/
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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Bogdan Sandu is a seasoned designer who has been designing websites since 2008. Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients. His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8. He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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