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by Jason Snell & Dan Moren

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by Jason Snell

How Seattle’s NHL team became the Kraken

Seattle’s expansion NHL franchise is now officially the Kraken. ESPN’s Emily Kaplan has the story of how the branding was executed:

When NHL Seattle first installed signage on its downtown office in 2018, employees arrived at work the next morning to a surprise. Stuck to the door was a Post-it note with a handwritten message: “Release the Kraken.”

Love the name, love the logo, love the look. The NBA needs to bring back the Sonics and Seattle sports will be perfect.

—Linked by Jason Snell

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