Red Wings Bring Back Beloved ‘Hockeytown’ Logo

The Detroit Red Wings are gearing up for a momentous centennial NHL season by reintroducing a beloved emblem at center ice. On Friday, the team released a video showcasing the installation of their new logo at Little Caesars Arena, featuring the special 100th season decal and the word "Hockeytown."

Earlier this offseason, the Red Wings engaged their fanbase by conducting a poll regarding the inclusion of "Hockeytown" on the logo. The response was overwhelming, with senior vice president of brand marketing, Asia Gholston, revealing that over 20,000 votes were cast in just the first 72 hours of the poll.

The original centennial logo, showcasing the iconic number 100 intertwined with the franchise’s famous Winged Wheel symbol, was first unveiled in June. The phrase "Hockeytown" has a rich history with the franchise, as it adorned the center ice logo starting in 1996, during a period that saw the Red Wings clinch four Stanley Cups in just 11 years.

Since then, however, the team transitioned to a streamlined Winged Wheel design ahead of the 2018-19 season and has faced challenges in the standings, experiencing a nine-year playoff drought. Now, the Red Wings are hoping this refreshed center ice logo will inspire a return to playoff contention, aiming for a postseason berth in 2026 after narrowly missing out the past two seasons.