The Minnesota Wild and SME began a ten-year relationship with a partnership to create the bold new face for this NHL expansion team. The results were an inspiring program spearheaded by a dynamic new logo which depicts a wilderness scene framed within an amorphous, aggressive animal silhouette. The new identity is representative of both the rugged, outdoor Minnesota lifestyle and the speed and power of NHL hockey. The Wild and SME have since gone on to extend the primary brand to home, road and third uniforms, secondary marks, word marks, a youth program (Nordy), a new 10th Anniversary mark, and even a brand new alternate jersey prominently featuring the word MINNESOTA across the front.