The long wait to learn the identity of the ECHL’s new Quebec-based club is over. The Trois-Rivières Lions will take the ice beginning this fall.

While the name is certainly not new to sports, the logo is a creative integration of three key symbols—a lion, a torch, and a fleur-de-lys. Fans have already cleverly nicknamed the logo Fleur-de-Leo!

The design comes from a Canadian agency called Win X Two—the same branding firm that designed the identity for the Iowa Heartlanders. Both the Lions and Heartlanders share the same owner, Deacon Sports & Entertainment.

Here’s an excerpt from the team’s press release:

“We have worked very hard these last few months to create a team identity that will be representative of the region and that will resonate with hockey fans throughout the province. With the pandemic situation improving, including the return of fans in the stands, now is the right time to finally unveil the team’s name and logo to the people of Trois-Rivières,” said team president and CEO Mark Weightman.

As with any new sports brand these days, a lot of thought and strategy went into this one. The name is a revival of one that served the market in the late 1950s in a couple of different leagues. The colors are Quebec blue and metal grey. Imagine a Quebec team without blue, right?

There was another interesting factoid about the choice to incorporate metal grey into the color scheme. Apparently, metalworking is a big part of the region’s history.

And given the team’s affiliate connections with the Montreal Canadiens and Laval Rocket, don’t be surprised to see red worked into the uniforms. No date has been set for their release at this time. All we know is they’ll be out before the Lions play their first game on October 21 against Newfoundland.

Overall, it's a gorgeous design. I’m really enjoying the cleverness of that primary logo. It’s going to look absolutely amazing on a sweater.