What Did You Do To Minnesota?

I was a little confused by the logo shown to the left when I first saw it because that's clearly a Minnesota Wild-style logo, but the city pictured, the shape of the logo, and the overall aesthetic of the logo suggests the Wild, but it's clearly NOT the Wild. I get that the Wild want to have their minor-league affiliates branded in the same colours and logos as they have, but there are times where these minor-league affiliates should stand alone. Logos are one of those times, so having the Iowa Wild wear an alternate jersey with a logo like the one seen here feels off.

The Iowa Wild released a video to promote this new alternate jersey.
Overall, there's nothing specifically wrong with this "Iowa Grown alternate jersey". It's clean, the striping is simple and traditional, and the logos are very clear on the chest and the shoulders. It's just that the logo itself doesn't really make a lot of sense when you look at it because it's not very clear where the "Wild" part is.

According to the team's release, "the Iowa Grown alternate jersey features the State Crest logo on the chest, which was initially introduced on a specialty jersey during the 2022-23 season. The State Crest blends the Minnesota Wild logo, a state outline of Iowa, and elements of the Des Moines skyline."

Ok, but that doesn't explain why the Wild are named as "Wild" if we're putting a skyline of the state's major city into the logo. Is Des Moines inhabited by feral animals? Do they have wild animals roaming the streets after dark? Why can't they use a more iconic view like the cornfields seen in Field of Dreams that would at least incorporate the landscape seen in Iowa?

Having been to Des Moines in my travels, I can tell you that the city is fantastic, there are no feral or wild animals roaming the streets, and the people are extremely friendly. I enjoyed my time in Des Moines when I was there, and I'd go back to watch the Wild play without hesitation. But I'm struggling with this logo being "Iowa Wild" when it doesn't incorporate very many wild elements into it.

The shoulder logos are a little easier to explain because one side "includes an Iowa Wild logo" which makes total sense while the other has "a hockey-playing goldfinch on the shoulders. The goldfinch, which is the state bird of Iowa, previously appeared on two Iowa Wild special edition jerseys."

I'm not here to tell the Iowa Wild what logo they can or can't use. They're welcome to brand themselves however they like, but I'd expect a little more Iowa wilderness on an Iowa Wild logo. Allie Brown Korinek, Iowa Wild VP of Business Operations stated, "This jersey showcases what we are most proud of; our affiliation with the Minnesota Wild, our connection to Des Moines, and our role as Iowa’s team" which is fine, but it's not quite grasping that "Wild" feeling when I look at it. If anything, it feels like the sun is setting on Des Moines in this logo imagery, and I'm not certain that's the intention.

For those wanting to see the Iowa Grown alternate jersey in action, the Wild will wear them on Saturday, October 12 against the Manitoba Moose, and then continue to wear them for select games during the 2024-25 season. Replica Iowa Grown alternate jerseys are now on sale at their team store, and will be featured at the team store at Wells Fargo Arena on October 12 as well.

It's not a wild concept to want your logo to reflect your community, but it's harder to justify when your team name is, specifically, the Iowa Wild and there isn't a shred of wild imagery on the logo. I wish the Wild all the best with these alternate jerseys, but I'm not sure I'll understand the idea of being called the "Wild" without a wild logo.

Until next time, keep your sticks on the ice!