The Ontario Hockey League’s Guelph Storm may be getting a new look next season, if new filings with the Canadian Intellectual Property Office are correct.
Abbotford News reporter/photographer and frequent searcher of the Canadian Trademark Database Ben Lypka posted the new logos to Twitter on Wednesday, May 22. The eagle-eyed Lypka was also the first to notice trademark filings for Vancouver FC of the Canadian Premier League and for the OHL’s Brampton Steelheads ahead of the announcement of their relocation from Mississauga.
All three logos were filed with the CIPO on May 15, 2024. The one that would presumably become the team’s new primary logo has the team name spelled out in full. The word “Storm” features a stylized S, with the top half swirling around a puck and the bottom half turning into a lightning bolt.
It’s unclear whether the Storm will retain their current crimson, silver and black color scheme, as images accompanying trademark filings are usually only available in grayscale.
Another of the logos filed is the stylized S on its own. The third features a G inside a roundel with a lightning bolt stretching across and forming the crossbar. “GUELPH” is written out in the roundel above the bolt, while “STORM” is written out below.
The Storm have played at the Sleeman Centre in Guelph since 1991-92. The franchise was founded as the Toronto Marlboros in 1904, and then first moved in Hamilton in 1989 before coming to Guelph in 1991.
During their time in Guelph, the Storm have been to six Memorial Cup tournaments — four as OHL champions (1998, 2004, 2014, 2019), once as runners-up in the OHL to the host team (1996 in Peterborough) and once as host (2002) — but have never hoisted the trophy.
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