Missouri Mavericks unveil ‘HoKCey Town’ slogan

Over the past 11 months the Missouri Mavericks have joined a new hockey league, embraced new ownership and garnered a new NHL affiliation.

Next? New branding.

The Mavericks will transition into their new era under a “HoKCey Town” slogan, a campaign they unveiled Thursday.

“The vintage look speaks to Kansas City’s hockey history, while at the same time possessing a modern feel that I think our younger fans will embrace,” Mavericks owner Lamar Hunt Jr. said in a statement.

The branding will still feature the Mavericks’ same primary colors, but it also will include a two-story window display at their home arena, the Independence Events Center, along with a mobile app, new merchandise and a 40-foot bus.

“We wanted to continue to build upon the strong foundation of the Mavericks brand with something that the entire Kansas City region can relate to and feel ownership in,” general manager Brent Thiessen said.

In June the Mavericks announced an NHL affiliation with the New York Islanders.

The Mavericks will begin their second season in the ECHL on Oct. 16, when they travel to face the Alaska Aces on three consecutive nights. Their home opener is scheduled for Oct. 24 against the Wichita Thunder.

The team will hold its Fan Fest event from 11 a.m. to 1 p.m. Saturday at the Independence Events Center.

This story was originally published September 10, 2015 at 9:31 AM with the headline "Missouri Mavericks unveil ‘HoKCey Town’ slogan."