For WNBA Toronto, it all begins with a name and logo but evolution key to long-term success [Video]

Whatever the WNBA Toronto team names itself, history suggests most people will probably be unhappy initially.

The six PWHL franchise recently went through the same process — anecdotally, at least, as the logo-less first season was received coolly, the summer’s nickname announcement mildly and last week’s jersey release appears to have been met warmly.

Golden State, which will play its first WNBA season next year, revealed its nickname in May as the Valkyries.

The newest NWSL team, BOS Nation FC, wound up apologizing after its launch campaign caught criticism from the transgender community and others in October.

WNBA Toronto may be next up to reveal its nickname and logo — which is “likely to be early in the new year, according to a team official — but that’s only the beginning of building its brand.

As it prepares to navigate those treacherous early waters, the team endeavoured to be open about the process — it launched …