Cleveland is set to field a new WNBA franchise in 2028, and the organization has settled on a name that leans heavily on local myth and symbolism: the Cleveland Sirens. The choice of moniker reflects a deliberate effort to capture the city’s rising presence in women’s professional basketball while avoiding legal entanglements with existing team names.
A Symbolic Logo Rooted in Place
The visual identity centers on a light‑blue siren cradling a basketball, a design meant to convey fluid, fast movement reminiscent of water. Five points crown the siren’s hair, each representing one of the Great Lakes and the five standard positions on a basketball court. Swirls surrounding the figure mimic sound waves, evoking the reverberation of a siren’s call throughout the city.
During a ceremony at Rocket Arena in downtown Cleveland on August 4, 2024, the logo was officially revealed. Executives emphasized that the artwork was constructed to embody movement, aligning with Cleveland’s dynamic identity in the realm of women’s sports. Secondary motifs, such as a script “S” tipped with a trident and a claw from Lake Erie gripping a basketball, further reinforce the connection to local geography and the sport.
Navigating Trademark Waters
The Sirens name was selected in part to sidestep trademark conflicts that have hampered other potential franchises. The Women’s Basketball League already holds a registered trademark for “Cleveland Rockers,” prompting the new team to avoid that moniker. Similar issues have surfaced for upcoming expansions in Detroit and Philadelphia, where existing teams use names like “Shock” and “Rockers,” forcing the league to seek fresh branding that can clear legal hurdles.
Beyond the visual and legal considerations, the Sirens brand is positioned to highlight Cleveland’s unique cultural significance. The franchise’s narrative frames the city as a rising force in women’s athletics, leveraging its industrial heritage and community spirit to attract fans and sponsors alike. The league’s broader expansion plan, with new teams slated for Detroit in 2029 and Philadelphia in 2030, underscores a strategic push to deepen its footprint across major Midwestern and Eastern markets.