Most NHL teams start each new season with a new slogan.  These slogans are meant to represent the team, but they are also designed to represent the team’s fanbase and make to people excited enough that they tune into the games or head down to the arena to watch in person.

Today we’re going to start taking a look at these slogans and seeing how well they accomplish their goals.  Do the slogans represent the team and the region or were they simply dreamed up by a room filled with marketing executives holding dictionaries of buzzwords?

Up first: The Central Division

The Central Division is home to two of the NHL’s last three Stanley Cup Champions as well of two of the league’s newest teams, so it’s an interesting mix of teams that have had considerable success on the ice, teams in non-traditional markets that may need some additional marketing and the St. Louis Blues.

Detroit Red Wings

The Wings have used a variation of the “Hockeytown” slogan for a while now, though this is apparently the first season where the team is operating without limits.  We kind of wonder what limits were placed on the team previously and what has happened to removed them.  Regardless, it’s a decent slogan that the city has come to love and embrace.

Chicago Blackhawks

From looking at their website, it doesn’t look like the Blackhawks have a slogan this year.  They look like they’re going with “2010 Stanley Cup Champions” to market their team, which is possibly the best slogan possible for any team.  If only the Penguins had realized this last year and avoided the whole “Defy Ordinary” fiasco…

St. Louis Blues

This slogan works especially well for February games against the Panthers.  ”No, honestly, this game counts too!  It counts just as much as those games against the Red Wings!  Honest!”  We suppose that the meaning of the slogan is that the Blues will work just as hard in a game against the Panthers as they will any other night.  Not bad.

Columbus Blue Jackets

Like the Hawks, it doesn’t look like the Jackets brought in a marketing team this year.  They’re apparently going with a tenth anniversary theme.  For the record, no, you’re not alone if you saw that and thought “The Blue Jackets have been in the NHL for ten years!?  I’m old!”

Nashville Predators

Possibly the best slogan in the league.  It is cheesy?  Yes.  Is it awesome?  Definitely.  It conveys the aggressive nature of hockey quite well, which very few slogans do.  It also doesn’t have a “buzzword marketing campaign” feel that talks about destiny or passion or experience.  It’s blunt, in your face and easy to remember.  As the kids on the Internet say: Win.

Comments (11)

  1. Nashville’s picture isn’t showing up.

  2. It’s not patently obvious in the marketing materials, but I think the Hawks are sticking to “One Goal” this year– at the very least, the words still show up for the updated pre-game videos. I never liked the slogan and I personally think they should have updated it– maybe something like this: http://hockeenight.com/2009/07/08/hockeenight-exclusive-blackhawks-new-marketing-slogan.aspx ;) –but in light of their sluggish start I guess that doesn’t quite apply.

  3. Hawks’ slogan hasn’t changed – it’s still One Goal. Simple, relevant, effective. Why change it? There are at least three new commercials for it for the season already (Toews, Keith, Kane).

  4. you obviously got an artist proof conceptual drawing on the Wings slogan. The production version has ‘age’ inserted before ‘limit’

  5. Thanks for mentioning that the SMASHVILLE logo wasn’t showing up. It’s been fixed.

  6. [...] head down to the arena to watch in person.If you missed our look at the Central Division slogans, you can find that here. Today we’re going to continue our look at these slogans and see how well they accomplish [...]

  7. [...] they tune into the games or head down to the arena to watch in person.You can find our look at the Central Division Slogans and Pacific Division Slogans by following those links.  Today we’re going to continue our [...]

  8. [...] they tune into the games or head down to the arena to watch in person.You can find our look at the Central Division Slogans, Pacific Division Slogans and Northwest Division Slogans by following those links.  Today [...]

  9. I realize I’m a couple weeks late on this, but I just saw SE Division post and decided to check out the others…

    Does anyone else think the Nashville logo screams “Smallville”?

  10. [...] they tune into the games or head down to the arena to watch in person.You can find our look at the Central Division Slogans, Pacific Division Slogans, Northwest Division Slogans and Southeast Division Slogans by following [...]

  11. [...] they tune into the games or head down to the arena to watch in person.You can find our look at the Central Division Slogans, Pacific Division Slogans, Northwest Division Slogans, Southeast Division Slogans and Atlantic [...]

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