Adopt’s Design Is Rich With Regional Symbolism
The WNBA’s expansion into Portland has officially taken shape with the unveiling of the team’s name and identity: the Portland Fire. Described as “a team reborn” and “a revival of a movement,” the announcement marks both a visual and cultural relaunch of the original franchise.
Originally active from 2000 to 2002 under the ownership of the late Microsoft co-founder Paul Allen, the Portland Fire played a brief role in the WNBA’s early years. Now, nearly a quarter-century later, the Fire returns as a 2026 expansion team, owned and operated by Raj Sports — the investment group behind the NBA’s Sacramento Kings and the NWSL’s Portland Thorns. At the team’s September 2024 announcement, principal governor Lisa Bhathal Merage hinted that the name “Fire” was very much in play. That possibility is now reality.
The new identity, crafted by Portland-based creative agency Adopt, is rich with regional symbolism. The design incorporates visual references to the city’s 12 iconic bridges, a silhouette of Mount Hood, and a rose seamlessly intertwined with a flame. It’s a modern and minimalist evolution of the original Fire logo—one that balances historical homage with contemporary edge. According to the team’s press release, the brand reflects “unapologetic determination and city pride.” The color palette — fire red, brown, blue, and pink — evokes “the power, grit, calm, and creativity that defines the team.”
Despite a rocky and delayed launch — branding was revealed just 10 months ahead of the team’s first scheduled tip-off — the city’s enthusiasm is palpable. More than 11,000 season ticket deposits have already been recorded. “Portland has long stood at the forefront of women’s athletics,” said Bhathal Merage. “This community has made it clear they’re ready to embrace the return of professional women’s basketball. We’re proud to reignite the Portland Fire and can’t wait to welcome both longtime and new fans to the Moda Center in 2026.”
