Perth Lynx has entered a bold new chapter, today unveiling a refreshed brand identity. Based on its renewed commitment to community, and a team culture built on authenticity and passion, the Lynx are redefining what it means to represent Western Australia in Australia's premier women's basketball league; the WNBL.
Whilst still wanting to retain the essence of the old logo, and in turn, those players, coaches and administrators who have served the club since its founding in 1988, the brand re-fresh gives the team a more modern edge. Introducing a sleek new logo and a vibrant colourway that includes a striking peach accent - a nod to the club's fierce female identity - the look is modern, sharp and unapologetically West Australian, reflecting the team's high-octane style of play and its community-focused mindset.
The refreshed colour palette draws deeply from the natural beauty of Western Australia, grounding the team's identity in its home state. Red evokes the outback's iron-ore terrain that span WA's vast landscape, while the introduction of peach reflects the state's natural glow and power of our women, inspired by the region's salt lakes and spectacular sunset skies. Together, these colours reflect a club that is rooted in place, and the warmth of its community rising together.
The new brandmark - the split-faced Lynx - represents a creature of two sides, reflecting the reality of what it means to be a modern-day female athlete. On the court, the Lynx are known for their speed, intensity and competitive fire. Off the court, they're building a culture that's inclusive, inspiring, and deeply connected to the community.
With the current playing group also contributing behind-the-scenes to re-vamp the club's brand, senior player and the club's co-captain for the 2024-25 season, Anneli Maley, said she was really excited by the new-look Lynx.
"The new Lynx brand feels like a perfect reflection of who we are - fast, modern, and fiercely competitive. I love the fresh look, especially the introduction of peach - it's bold and empowering. But more than that, it's about how we connect with our fans and community. We play high-octane basketball, we wear our hearts on our sleeves, and we're building something that's truly accessible and authentic. Being part of this team helped me rediscover my love for the game - it's a place where you can be yourself and know you belong."
The re-brand is also timely as the Women's National Basketball League (WNBL) also enters a transformative new era, with the Wollemi Capital Group Syndicate (WCGS) - in partnership with the National Basketball League (NBL) - acquiring a majority interest in the League.
Co-owners of the Lynx, Jodi Millhahn and Christian Hauff, said they were proud to oversee the Lynx enter a new era.
"We're proud to be a part of this exciting new phase for the club, while continuing the Lynx legacy both in WA and in the WNBL. The Lynx are uniquely West Australian, and I think this re-brand reflects that perfectly," Hauff said. "Jodi and I feel really buoyed by the strategic direction of the Lynx, especially with the way the players have been engaged and had the opportunity to have their say on this re-brand. We can't wait to see what's ahead when we tip-off this season at our new home venue, at the Perth High Performance Centre, but for years to come.
Richard Simkiss, CEO of SEN Teams who co-own the Lynx license with Millhahn and Hauff, said his organisation was also pleased with the final outcome from the re-branding process.
"The Lynx set the benchmark for women's sport in WA. We are so proud of all the work this club and these players do both on and off the court already, so this re-brand is about amplifying their impact - on the court, in the community, and across the country."
With a roster full of talent, a fresh identity, a new home venue and a culture built on care and connection, the Perth Lynx are ready to lead the next era of Australian women's basketball. This isn't just a new look - it's a new legacy.
