Agra Risk Wheatland Kings unveil new logo
By John Watson Local Journalism Initiative Reporter
The Agra Risk Wheatland Kings have unveiled a new logo for the team, which will be emblazoned on the team’s new uniforms.
“After we signed the deal with Agra Risk about two months ago now, we really sat down and evaluated the Kings brand. Obviously, we have had the maple leaf and the wheat logo for just over 15 years now, so it was vastly aging,” said Cody Holdaway, general manager for the Agra Risk Wheatland Kings. “When we did decide that it was time for a switch up, we called our friend Matthew McElroy, who designed our 15th anniversary crest … and who works with the Los Angeles Kings. We hopped on a zoom call and explained our vision and he brought it to life on the first try.”
It has been roughly a month since the new logo has been officially unveiled on social media. The production time elapsed was approximately two months between initial discussions and the approval of the final design.
The new logo, Holdaway explained, aims to pay homage to the old, which he said had a great deal of brand recognition within the local community. The hope is that the new iconography will continue to have the same effect throughout the community.
“We got multiple different crests made, shoulder patches, word marks, signage for the outside of the arena – we completely reinvented the wheel on what our brand looks like,” said Holdaway. “I believe we now have a brand that is going to easily take this team into the next 15 years and possibly even longer.”
Following the signing of the name sponsorship deal, Holdaway explained it became immediately necessary to include Agra Risk in the team’s iconography to show their appreciation for such a large cash investment in the team.
Similarly, he said the time felt right to make significant changes to the team, and what better way to begin a new era than to build from the ground up.
“As far as the new logo rollout … we have just finished working with our partners at Pro Hockey Life, I just got the shipments, we have new pieces of the uniforms slowly starting to roll in, fans can expect to see some exciting reveals coming in the next week or two,” said Holdaway. “We are rebranding everything. Everything from the tracksuits to the jackets, to the jerseys, to the helmet stickers. The old logo is officially retired.”
The start of the official regular season will be Sept. 20 in Didsbury against the Mountainview Colts. The Agra Risk Wheatland Kings are scheduled to officially debut their new uniforms at home the following day, squaring off against the High River Flyers.