Explaining the story behind Detroit's 'Hockeytown' slogan and how it could return for the Red Wings Centennial season.
The Detroit Red Wings are celebrating their 100th anniversary with some new Centennial themed things heading into the next season like new jersey patches, events for fans and most notably a potential change back to a historic centre ice logo.
Fans will remember the historic run of Detroit dominance when the Red Wings were winning Stanley Cups with the famous "Hockeytown" across the winged wheel at centre ice. Detroit had become the hub of hockey excellence and just as the Red Wings on the rise back to hopeful Stanley Cup contention, the franchise asked the fans if they want to have their signature slogan back on home ice.
The term “Hockeytown” became synonymous with Detroit and the Red Wings, but its origins are more recent than people may believe. The Red Wings first introduced “Hockeytown” as a marketing slogan in 1996, a pivotal time when the team was building toward Stanley Cup contention like they are today.
The branding campaign was created to rally the fanbase and solidify Detroit’s image as the top hockey city in the country. The phrase quickly gained traction among fans and the hockey world alike as the Red Wings entered a dominant era, led by several legends.
Sources indicate that the slogan was first prominently painted at center ice during the 1996–97 NHL season, the same year the Red Wings won their first Stanley Cup since 1955, cementing the truth of the name that Detroit indeed was the home of hockey. It became a defining visual of Detroit hockey throughout the late 1990s and 2000s.
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The “Hockeytown” branding remained at centre ice in famous Joe Louis Arena for over two decades, through the Red Wings’ multiple Stanley Cup wins in 1997, 1998, 2002, and 2008. When the team transitioned to the newly built Little Caesars Arena in 2017, they initially kept the tradition alive by incorporating the same branding at center ice for the arena’s debut season.
However, by the summer of 2018, just before the 2018–19 season, leaked photos showed that “Hockeytown” was no longer part of the ice design. The organization confirmed the change, stating they wanted to “debut a fresh, new look” at center ice with the decision drawing criticism and confusion from long-time fans.
The Red Wings never officially abandoned the term publicly, but they quietly distanced themselves from the formal branding. The trademark for “Hockeytown” was listed as cancelled in 2018, according to records and reports published on Detroithockey.net and The Comeback, signaling a notable shift in the franchise.
Despite its removal from center ice, the identity of “Hockeytown” never truly disappeared. It remains deeply embedded in the culture of Detroit and is still featured prominently in merchandise, team videos, and local landmarks like the Hockeytown Café.
The name persists not just as a marketing slogan but as a badge of honor that reflects Detroit’s generational passion for hockey.
As the team enters their 100th season, the Red Wings asked fans whether the “Hockeytown” logo should return to center ice. Whether or not the logo returns to centre ice, the meaning of “Hockeytown” remains very much alive in the hearts of Detroit fans.
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