After four months of waiting, USL W Maine finally has a name and crest. Maine Wilderness was announced the name of the women's side beginning play in May 2027, featuring a fresh take on the crest of its men's counterpart.
Multiple rounds of talks with fans and community members were held, and a reported 300+ names considered before landing on the final option.
Though the crests share colors, the pine tree was exchanged with other elements embodying Maine: native wildflowers found throughout the state, the image of towering and remote Katahdin, and water evoking the many fresh and saltwater bodies that people, plants and animals alike call home.
Despite the differences, the badge shares one element with Hearts of Pine: the Dirigo Heart - paying homage to the unified club and to Maine history.
“We asked people across Maine what they wanted for this team, and we kept hearing the same response: a love for what we’ve created with Hearts, and a deep desire for something distinct to the women of Maine." Club founder Gabe Hoffman-Johnson said at the club's brand unveiling. "Wildness came from listening to that feedback, finding a name that captures the spirit intrinsic to both this place and the people who make it so special.”
The crest was locally craft, too. Local designer Pame Chevez – originally from Mexico, moving to Maine in 2016 – was tasked with creating "an identity that belonged within the Hearts family without simply adapting the men’s crest."
Home games will be played at Fitzpatrick Stadium, but there's still plenty of announcements to come before the season begins in the form of coaching staff appointments and players to be signed.
The club's inaugural season kicks off in May 2027 - just under a year after the initial announcement of the team's formation on June 4th, 2026. They'll compete in the USL W League's very competitive Northeast Division, alongside 2026 National Finalist Vermont Green FC, AC Connecticut, Hudson Valley Crusaders, Hartford Athletic, and the New England Mutiny.
