CEO Tod Leiweke revealed Thursday the name, logo and colors in the bowl of Climate Pledge Arena, where the Kraken will play beginning with the 2021-22 season, according to a press release.
The team, led by majority owner David Bonderman, spent 18 months engaged in extensive research and considered more than 215,000 fan votes and 1,200 names.
“We know that the past few months have posed an unprecedented change in all our lives with many interesting moments,” Bonderman said in the press release. “Through it all, we have been on a long journey to name our team and design the logo with input from our fans, our leadership team and partners. We already have strong ties to hockey with Ron Francis, our general manager, Tod Leiweke, our CEO, and the backgrounds of many of our senior team and ownership group. We have listened to our community and our fans to create a brand that is the image of who we want to be as an organization.”
According to the press release, the Kraken is a sea creature with “natural ties to Seattle and the Pacific Northwest through the region’s deep maritime history.”
“The Kraken is a name born of the fans. It was suggested and championed by the fans,” Leiweke said in the press release. “We embarked on one of the most thorough naming processes in sports to make sure we got it right, to find the name that rings true. We wanted the name to connect to the powerful pull of nature here in the Pacific Northwest and resonate with the fervor for hockey in our city and region. And I promise we are going to deliver the most compelling, entertaining and unifying game experience for every fan who enters Climate Pledge Arena.”
According to the press release, the team’s new logo, designed in partnership with Adidas, draws inspiration from Seattle’s first professional hockey team — the Metropolitans — the first American club to win the Stanley Cup in 1917 with an iconic “S” emblazoned on the jersey. The signature “S” includes an ode to the eye and tentacles of the mighty Kraken. The beveling within the logo design honors the maritime history of the region.
“Adidas and our agency Perch Partners worked creatively and tirelessly to lead the naming and design process,” Leiweke said. “They understand Pacific Northwest fans, listened to every audience and joined with us to create a phenomenal brand.”
The Seattle Kraken will donate 100 percent of net sale proceeds through Aug. 21 from a bespoke line of merchandise to local nonprofits YouthCare, Community Passageways and the Urban League of Metropolitan Seattle to help end youth homelessness and create pathways and opportunities for BIPOC youth in the region. Fans can visit www.releasethekrakenstore.com to purchase merchandise.
Fans can engage with the team via the website at www.nhl.com/kraken and on Facebook, Instagram, LinkedIn (@SeattleKraken), Twitter (@NHLSeattle_), TikTok (@Kraken), and can join in the conversation using the #SeaKraken hashtag.

“The Seattle Kraken and our affiliated foundation envision a more equitable society where everyone can realize a brighter future,” said Mari Horita, vice president of philanthropy for the Seattle Kraken. “We are focused on supporting our community’s most vulnerable youth.” 
A press kit including visual assets is available here. The team is streaming live to fans throughout the day at www.nhl.com/kraken with guests including adidas, Ron Francis, and Kim Davis.

“The Seattle franchise has worked diligently to pick a team name, colors and logo that honor its deep roots in our game,” NHL Commissioner Gary Bettman said. “Seattle has a long and devoted hockey history that includes the distinction of becoming the first American city to serve as home for a Stanley Cup-winning team, the 1917 Seattle Metropolitans. The jersey design is terrific, and I can’t wait to see NHL Players wear the unique and distinctive ‘S’ on their chests on Opening Night; it will have special meaning for Seattle hockey fans. I’m thrilled to welcome the Seattle Kraken into the National Hockey League.”

“To be a part of such a significant and rare effort, celebrating the Pacific Northwest and hockey with authentic and thoughtful design was a privilege for adidas,” said Nic Corbett, director of hockey at adidas. “Adidas will share a great sense of pride when the Seattle Kraken skate onto the ice for the first time.”

“When I first arrived in Seattle, Kraken was the number one name that fans mentioned to me time and time again,” said Ron Francis, the team’s general manager. “We believe the strength and aggression of the Kraken mirrors the sport of hockey and the tenacity our players will show every time they take to the ice. Our players will no doubt feel a sense of pride and confidence when they pull on the sweater.”