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The head of a black bear created using Minnesota-area scenery, green pine trees, a wheat coloured river, a red sky, yellow sun set and white shooting star inside a green and wheat circle featuring the team name. Minnesota Wild Chief Operating Officer Matt Majka admitted to feeling queasy as he stood inside Aldrich Arena the night of January 22nd, 1998. The six names were pitched to the fans for feedback, and Majka admits, there wasn't a clear consensus.
That was the reason for Majka's sweaty palms on that January night, because he knew not everybody would be on board with the new name, which was then unveiled in wordmark form. From there, the Wild worked with New York design firm SME to come up with a logo that captured the wilderness and outdoors theme that Majka wanted to portray with the name and team identity.
On November 18, 1999 at the John Rose Oval in Roseville (where the Wild will practice outdoors this Saturday), Majka readied for another unveiling, and this time, there was zero trepidation.
The Minnesota Blue Ox is pretty catchy, considering we're the home of Paul Bunyan's pet, Babe, who was the baddest blue ox in history. Especially after the last couple of weeks we've experienced here (weather wise) in the Twin Cities, the Minnesota Freeze would have been an appropriate nickname.

If you wanted a more traditional nickname, then it would have been the Minnesota White Bears.
And for the grand finale, we present Nick Schultz, the all-time games played leader for the Minnesota Northern Lights. At the time, Majka was in charge of the Wild's marketing department…correction, the Minnesota hockey team's marketing department. Majka, and a small group of Minnesota Hockey Ventures Group employees were led by branding consultant Corky Hall in a lengthy process of picking the nickname.
There hasn't been a Minnesota team that has gone with black and silver as the primary colors, but seeing the Voyageur unis makes you wonder why not. At first glance (at the top of the page), you'd think the Northern Lights sported similar colors to the Minnesota Vikings, but you'd be wrong. From over 13,000 submissions (which, back then, came in the form of emails, letters and faxes) from Minnesota hockey fans,  there was a lot of clamoring to resurrect the North Stars nickname.
To see what your Minnesota Wild could have looked like, we went to Minneapolis Creative agency, The Shinebox.

Not surprisingly, blue is the primary color, which wouldn't be a problem for captain Mikko Koivu, who loves wearing the blue of his native Finland. The primary logo features a Voyageur navigating the harsh waters of one of Minnesota's many lakes or rivers. Look closer, and you'll see these jerseys are hyper color (remember those?), and actually change colors when heat is applied. NHL, the NHL Shield, the word mark and image of the Stanley Cup and NHL Conference logos are registered trademarks of the National Hockey League. As you can see, Schultz is breaking quite a sweat, causing the Aurora Borealis within the fabric to start changing color to a vibrant yellow. All NHL logos and marks and NHL team logos and marks as well as all other proprietary materials depicted herein are the property of the NHL and the respective NHL teams and may not be reproduced without the prior written consent of NHL Enterprises, L.P.

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