Hamilton Hammers Unveiled as New AHL Team in Hamilton
The hamilton hammers are now Hamilton’s official AHL identity after Oak View Group, TD Coliseum and the New York Islanders unveiled the new name and brand in the city this afternoon. The launch sets up the franchise’s inaugural season at TD Coliseum this fall.
Hamilton Hammers and TD Coliseum
Hamilton Mayor Andrea Horwath said the announcement officially launches the identity of Hamilton’s new AHL franchise and sets the stage for the inaugural season at TD Coliseum. She also said the brand reflects Hamilton’s industrial heritage, resilience and community pride, while bringing energy, visitors and opportunities to Hamiltonians, local businesses and the downtown community.
Nick DeLuco said the city can now unite as Hammers fans, and that the logo will be represented across the city as the season approaches this fall. He added that the team will bring energy and atmosphere to TD Coliseum night after night.
Crossed Hammers Logo
The new logo features crossed hammers rooted in Hamilton’s history as a resilient steel town. The design uses bold, angular lettering to evoke Steel Town, with subtle hockey puck details on the hammer knobs paying homage to the puck in the New York Islanders logo.
The orange and blue colour palette comes from the Islanders’ classic team colours, and the logo was created by the New York Islanders. The broader brand identity was developed by Canadian creative agency Recess Creative.
Islanders Building in Hamilton
Mathieu Darche said the Islanders want to build on the progression and foundation established this past season in the AHL and bring that momentum to Hamilton. He said the Hamilton Hammers will embody the city’s hard-working spirit, built on heart, work ethic and a community identity that never backs down.
Scott Howson said the AHL is excited to begin a new era of AHL hockey in Hamilton. The unveiling drew Kelly Cheeseman, Matt Martin, Peter Luukko and Tom Pistore, along with local community members and season ticket deposit holders, giving the franchise its first public look before the fall start.
