Unique Toronto designs are boldly ‘Breaking Boundaries’
January 7, 2022 (Brooklyn, N.Y.) – The Premier Hockey Federation today unveiled the logo for the 2022 PHF All-Star Showcase and three team jersey designs to be worn when the Federation’s top talents converge in Toronto on Saturday, January 29. The logo was designed by HEARTLENT Group and inspired by both the city of Toronto and the theme of ‘Breaking Boundaries’. The jerseys were designed by M. Style and also pay unique homage to the event’s host.
“Every day the Premier Hockey Federation and our athletes are taking bold steps to push the game forward and breaking boundaries to inspire the next generation,” said PHF Commissioner Tyler Tumminia. “The boldness of the logo aligns with our vision to uniquely transform the PHF, and the unconventional color schemes set us apart from tradition. I can’t wait to see our athletes showcase their talent and skill by competing in a new All-Star format with these phenomenal new designs.”
The ‘Breaking Boundaries’ theme is emblematic of the first All-Star Showcase north of the border during a historical season that’s featured games in both the United States and Canada. It is also a tribute to the new era of the PHF and the bold rebrand to be defined by the talent and skill of our athletes as opposed to their gender. The logo form was first constructed by intertwining the PHF U.S. Crown Shield with the PHF Canadian Shield. Together this represents that the Federation is ‘Breaking Boundaries’ and crashing into Toronto. The iconic CN Tower stands tall above Toronto and reaches up to the sky, which in the logo embodies the PHF and its athletes reaching to new heights. The logo’s star is also the shape of a compass which represents that the Federation is both headed north for the All-Star game, but in a larger sense headed in the right direction, following their ‘True North’. The bar that holds the word Toronto is inspired by the bar at the top of the Toronto Six logo. There are also six colors in the full-color logo to honor the team.
“As the Premier Hockey Federation kicks off its first All-Star game with a new name, HEARTLENT Group is thrilled to help celebrate the game and the league with a dynamic logo that embodies the dedication and vision of its players and staff,” said Elliot Gerard, Head of Creative at HEARTLENT Group. “The 2022 PHF All-Star logo features several elements to showcase the idea of breaking boundaries representing the bold choices they are making to push the league forward and knocking down walls to do so.”
The City of Toronto street map is the foundation for all three team jerseys, each with an array of bold color concepts. All jerseys feature the PHF primary crown logo as the front crest, with the 2022 All-Star Showcase logo and the player’s individual team logo on opposite shoulders.
2022 PHF All-Star Showcase jerseys are available now at phfproshop.com.
37 athletes representing all six PHF teams will sport the new logo and jerseys at the All-Star Showcase. All-Star captains Shiann Darkangelo (Toronto Six), Jillian Dempsey (Boston Pride), and Allie Thunstrom (Minnesota Whitecaps) were selected by their fellow players, with an additional 30 players chosen by PHF coaches. The final three skaters and extra goaltender are still to be determined through an online fan vote at https://www.premierhockeyfederation.com/allstar-vote. Voting is open until 11:00 p.m. ET on Sunday, January 9.
The 2022 PHF All-Star Showcase will stream live in the United States exclusively on ESPN+, in Canada to TSN and TSN Direct subscribers, and through the ESPN International distribution network.
About Premier Hockey Federation (PHF)
The PHF is the home of professional women’s hockey in North America. Established in 2015 as the National Women’s Hockey League, the NWHL rebranded to become the PHF in 2021 and maintains the mission to provide strong role models and fuel the continued growth of the sport. The league is made up of the Boston Pride, Buffalo Beauts, Connecticut Whale, Metropolitan Riveters, Minnesota Whitecaps, and the Toronto Six who all compete annually for the Isobel Cup. For more information visit premierhockeyfederation.com.
About HEARTLENT Group
HEARTLENT Group is a digital and social strategy + creative content collective specializing in exceptional storytelling that stands out in today’s digital world. The collective is built from years of sports marketing and creative experience on the professional league, team, and agency sides. With offices in New York, Los Angeles, Denver, and Connecticut, HEARTLENT Group is focused on the core areas of digital content, animation and illustration, marketing strategy, social campaigns, and video production including broadcast commercials, industrial videos, web and social videos, and motion graphics. Uniquely, HEARTLENT Group collaborates directly with athletes to create innovative content and intellectual property to fuel their brand while maximizing impactful opportunities for revenue-generating sponsorships. For more information, go to www.heartlent.com.