The new look keeps the funnel cloud character but now rotated, as funnel clouds are known to do, to face the viewer. The full name of the team is included on the logo where previously it only read “GUELPH” on their dark jerseys and “STORM” on their white jerseys plus the primary logo. This emphasis on the city or the nickname based on jersey colour does continue, but the full name will always appear regardless.
Flynnagain Productions designed the new marks, the Ontario-based company has a long history of designing logos for the Ontario Hockey League including (but not limited to) the Erie Otters, Belleville Bulls, and Owen Sound Attack.
“It was fun for everyone to be part of and the designer had some great concepts with different storm ideas and various Guelph themes,” Storm VP of Business Operations Matt Newby said in the press release. “In the end, we really felt strongly that our old logo with the funnel cloud was a big part of our identity in our community and we see this as a modernization instead of a completely new design.”
Despite the new logo, the uniforms are just about staying the same with the new logo being the only noticeable difference. Same striping pattern, same colour scheme, same shoulder patch.
This is the third primary logo change in the history of the Guelph Storm, the team relocated from Hamilton to Guelph in 1991; previously the team played for several decades as the Toronto Marlboros.