What is old is apparently new again in today’s WNBA.
It is only fitting that the Portland WNBA franchise would choose the 15th of July to stage its big reveal for the name and logo of the W’s 15th franchise.
Portland dug an old friend out of the crates and revived the Portland Fire with a brand new, updated logo for today.
We now know three of the six logos for the franchises that have joined or will eventually join the WNBA’s ranks prior to 2030. For many years, it appeared as if the W was stuck on 12 teams. This season has seen the inception of the Golden State Valkyries.
The 2026 season will see the Fire and Toronto Tempo enter the league’s ranks – meaning two more expansion drafts. In 2028, Cleveland’s team will become part of the WNBA followed by a new Detroit team in 2029. Philadelphia will become a W city in 2030 – meaning the remainder of the 2020s will be dominated by expansion drafts – and expanded WNBA Drafts.
As was the case when the Valkyries and Tempo names and logos were unveiled, we have plenty of musings about the revived Portland Fire.
Logo
Of course, there was no way if the ownership group would go with Fire for the team name that it would simply revive the old logo that as in use for the franchise that lasted for the early portions of the 2000s. That logo is simply out of date by today’s standards.
Instead, the logo seamlessly fuses together two elements – fire with a rose which is central to Portland’s identity as “Rose City.”
The wording on the logo also conveys a fierceness that appropriately blends together with the fierceness of the Fire name.
Timing
The Portland group had to know that this was a prime week for it to reveal its name and insignia. After all, this event outside of Moda Center took place during the exact same week that the WNBA is staging its All-Star weekend in Indianapolis.
This is a week where many eyes will be glued to all things WNBA – including the revealing of names and logos of expansion franchises such as Portland’s. The ownership group has ran itself into self-inflicted bad public relations on more than a few occasions, but this name and logo reveal was smartly done.
Fittingly enough, the Tempo is also making a presence in Indy – fittingly on its Toronto Street.
Colors
What makes this logo unique are the colors. The same applies to the Valkyries and Tempo that both are utilizing color schemes that are unique to their respective teams.
According to a press release, the team’s colors are red, brown, blue and pink. The red is obvious from merely looking at the logo even from afar. The blue appears to be of a lighter hue – similar to the blue the Tempo are utilizing.
The pink and brown may be less obvious to the eye but are present as well.
Throwback to the Past
While the logo is certainly cutting edge by today’s standards, the revival of the Portland Fire as a WNBA team name does, in many ways, bring the W back to its humble beginnings.
It is important for the W to understand where it came from and honor those teams of the past on one hand.
On the other, it may be understandable as to why some fans would rather forget the WNBA’s early days rather than relive them. After all, one of the unfortunate features of the early WNBA was franchises regularly folding.
Portland basketball
This has been a banner weekend for professional basketball in the state of Oregon.
Not only has the Fire been once again lit in Portland, but hoops aficionados in Oregon are awaiting with baited breath the return of one of its favorite sons.
It is once again Dame Time in the PDX. Following a brief stint where he played alongside Giannis Antetokounmpo with the Milwaukee Bucks, Damian Lillard will be returning to the Portland Trail Blazers on a reported three-year, $45 million contract.
One has to believe someone will ask Lillard about the Fire whenever he has his introductory press conference welcoming him back to Rip City.
