CLEVELAND – The Cleveland Monsters have unveiled new team logos and colors ahead of the 2023-24 American Hockey League season, the team announced Wednesday.
The three new logos feature an updated color palette including “lake blue,” “Bessie black” and “monster eye gold,” according to a news release. The “lake blue” color is inspired by neighboring Lake Erie and the team’s history as the Cleveland Barons from 1937-73; the “Bessie black” represents the Monsters namesake and the depths of Lake Erie; and the “monster eye gold” adds shine to Cleveland, according to the release.
The team’s primary logo features the Monster’s eyes peering head-on out of water between the words “Cleveland Monsters.” The secondary logo features a silhouette of the Monster, while the tertiary logo is the letter “M” in new typeface that also features a tail hanging off the end of the letter, symbolizing the Monster.
In addition, the Monsters are utilizing “black and blue hockey” as the team’s updated brand.
“Black and Blue Hockey is about more than just the evolution of our colors,” Monsters Senior Vice President and Chief Marketing Officer Ben Adams said in the release. “It’s about the brand of hockey played by our Monsters and the toughness of the city this team represents.”
The Monsters’ logos and colors redesign is the result of a multi-year effort from the team’s brand managers and graphic designers from Rock Entertainment Group, according to the release. The team will reveal additional on-ice branding details for the upcoming season during an event for Monsters Hockey Club members and stakeholders Wednesday at the team’s home arena, Rocket Mortgage FieldHouse.
Monsters merchandise featuring the new logos and colors is now available at the team’s online shop. Fans attending Wednesday’s Monsters Hockey Club members event will also be able to buy new team merchandise at the Center Ice Team Shop inside Rocket Mortgage FieldHouse.
The Monsters’ entire “black and blue hockey” collection will be available to the public at 10 a.m. on Thursday both online and at the team shop.
“We are incredibly fortunate to usher in this evolution of the Monsters brand from a position of strength coming off a season where we saw incredible growth across our entire business,” Monsters President Mike Ostrowski said. “Cleveland’s continued interest in Monsters Hockey coupled with the expectation from our great fans to always be innovative and creative made it the perfect time to unleash this new look, and we couldn’t be more excited to see it in action for the upcoming season.”
