ABOUT

The Coyotes didn't just need a new logo or jersey. They needed an identity every Arizonan could call their own. As the franchise shifted its focus from Phoenix to representing the entire state, we uncovered a simple truth: fans weren't just supporting a hockey team; they were celebrating where they came from. We embraced the return of the iconic Kachina logo and reimagined the identity through the colors, typography, and visual language of Arizona's landscapes, heritage, and culture. Unified under the rallying cry "In Arizona, We Are All Coyotes. We All Answer the Howl," the concept positioned the franchise as more than a hockey team it became a symbol of statewide pride and community.