The Detroit Red Wings have put their famous slogan "Hockeytown" back at centre ice.

As the Red Wings embark on their landmark 100th NHL season, fans will see the triumphant return of “Hockeytown” slogan back at centre ice, reviving a legacy deeply woven into Detroit’s hockey culture.

Detroit Red Wings (@DetroitRedWings) on X Hockeytown has spoken. #LGRW

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The phrase "Hockeytown" was born in 1996 as part of a marketing initiative timed with the Red Wings’ 70th anniversary. Created by Bozell Worldwide’s Detroit office, the moniker would go on to become a symbol of the hockey excellence in the city of Detroit.

The "Hockeytown" wordmark first appeared over the team’s Winged Wheel logo at center ice during the 1996–97 season at Joe Louis Arena. 

In 2018, upon moving into Little Caesars Arena, the Red Wings quietly removed the “Hockeytown” wordmark from center ice as the team wanted to debut a new look for the franchise. 

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Heading into the Red Wings Centennial season in 2025-26, the fans were given the chance to vote on if they would want to see the famous slogan back at centre ice and the franchise has seemingly obliged. 

The return of the logo is just one of several initiatives the Red Wings have unveiled for their Centennial celebration, with more high-profile events expected to roll out this season.

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