This probably was not the way WNBA’s Toronto franchise was expecting to roll out its name and logo – but here we are regardless.
It all started with a name leak on one website that was quickly scrubbed. Then the Sports Logos website apparently got a second leak of a logo that seemingly was one for a Toronto franchise.
Then – the franchise decided that it was better to simply confirm those leaks as opposed to denying them. As of the morning of Thursday, December 5, we found out the name and logo of the W’s Canadian franchise.
Introducing – the Toronto Tempo.
Fittingly because it is Toronto, we have six thoughts on this rollout, the colors, the logo and the name.
Difference from Valkyries release
As we wrote earlier, our guess is that the Toronto franchise had more planned for the rollout of its name moreso than what turned out to be the reality.
Look at how the Golden State Valkyries were able to release its name and logo. It put out a teaser on its social media then revealed its name, logo and colors the following day.
The leaks clearly forced the franchise’s hand and it had no choice but to do what it did with an introductory video as well as graphics explaining the Tempo name, logo and colors.
All we are waiting for now…is Portland’s (as well as wherever Team No. 16 will be).
Colors
Speaking of those colors, the Tempo are going with a unique color scheme for its logo.
It is being described as light blue with maroon.
The light blue hue that is being used by the Tempo for its logo is certainly lighter than the shade of blue the Chicago Sky uses in its. Plus – the variation of maroon being used for the Tempo’s logo is certainly unlike what one would typically think as maroon or burgundy. It appears to be leaning towards the purple side of maroon as opposed to red.
Alexa Philippou at ESPN is reporting that the official colors are described as Nike Bordeaux and hydrogen blue.
Retro look?
When one looks at the logo, it definitely is unlike most modern sports logos of today.
The logo created for the Valkyries certainly looks like a modern-day sports logo. One could look at the Tempo’s logo and think that it was plucked out of the 1980s.
Perhaps that is part of the appeal. The number of sports franchises across the board either going back to throwback logos or wearing throwback jerseys on select game days is on the rise. The Tempo could be attempting to tap into that fan mindset.
In addition, the Tempo name and logo gives it its own identity from the NBA’s Raptors.
French
This is the big one in our opinion.
Reports have suggested that a main reason why Tempo was chosen for the name was it works in both French and English.
This one detail is perhaps more important than anything to do with the logo, name or colors. This is Canada’s team – and a large portion of the Canadian populace (especially east of Toronto in Quebec) speaks French. Philippou’s ESPN report reiterates the aim of the Tempo to play home games in other Canadian cities.
One of the questions that has been asked about the franchise when Toronto won the expansion bid was outreach to Francophone fans. By having a name that translates to Francophone, this will do that with ease. If the individuals such as Teresa Resch and Larry Tanenbaum running the Tempo are smart – and we believe they are – one should expect a French language website as well as French language social media.
Similar to Indiana Pacers?
Many fans have looked at this logo and have compared it to either the Indiana Pacers logo, the New Balance logo or the former logo of the Los Angeles Clippers.
The six motion lines are what particularly give it that Pacers/throwback Clippers feel. Per the Tempo’s Instagram account, the six motion lines represent the five players that will be on the court sporting Toronto’s uniform – and one for fans of the team.
Also – six motion lines for the team representing the 6ix. Locals in Toronto may also point out how the lines in the Tempo’s logo resemble the lines in the Ontario Hockey League’s insignia.
Also, those motion lines have varying degrees of thickness. Says the Tempo’s Insta, it denotes the different types of “tempo” a basketball game can take on at any given time.
Others have compared the singular “T” to that of a mass transportation company. We guess it fits too given Toronto is a massive transit hub.
Inspiration Behind Name
A press release mentioned that Tempo weas chosen after input from over 10,000 people as well as responses from a community council.
The Tempo mentioned that an inspiration behind the name not only has to do with the pace of the game – but also the pace of the city.
Anyone who knows anything about Toronto knows that it is a city always on the go with its own rhythm, pace and…tempo on a regular basis.
Tempo is also about a group of athletes moving in synchronicity towards one common goal, says the team Instagram. The name has a plethora of connotations, but will have added meaning when Tempo represents Toronto, the GTA, Ontario and all of Canada beginning in 2026.
