Critics of the WCHA -- some of them now leaving the league -- have often said it is not a very progressively run league, that it is stuck in the past.

There is some truth to that, perhaps. Its commissioner, PR machine and supervisor of referees have been the same for a long, long time. And they seem to do things the same way.

But the WCHA fired back a little shot on Saturday, unveiling ... trumpet horns, please -- a new logo.

It seems like only a couple years ago, the WCHA changed its longer, adding a bigger W. Now it is adding a red hockey player -- did the red Mavericks, Nebraska Omaha push for the color I wonder -- to the left side of the logo. He used to be black in color and on the right side.

He is shooting at the five-hole on the W in the logo. But you can't see the puck, just his follow-through.

That should create a buzz about the new-look WCHA, right?

Seriously, here is part of the WCHA news release on the new logo:

The Western Collegiate Hockey Association, college hockey’s most historic and successful league and owners of a record 37 national championships since its founding in 1951, today unveiled a dramatic new look to the league’s iconic logo, one that catapults the Association into an invigorating new era in 2013-14.

(Really, this isn't a joke. They're serious about the new logo's importance.)

The WCHA, which will sport a highly-competitive, new-look 10-team men’s league next season, has continued to build on a successful decade-long relationship with Adrenalin, Inc., one of the country’s top design, marketing and brand expansion teams. Adrenalin, Inc., was a key player for the league throughout it’s season-long 50th anniversary campaign of 2001-02.
“This powerful, eye-catching and colorful update to our brand identity keeps the WCHA out front and on track as we move into a new era,” said WCHA Commissioner Bruce McLeod. “With this unveiling today we carry on our mission of both honoring our distinguished past and setting the stage for the continued success of our brand in the future. We sincerely appreciate and commend the efforts of Dan Price and the top-notch team at Adrenalin, Inc.”

(They paid a company to come up with this logo change? My 4-year-old grandson could have thought of this idea. Of course, his hockey player wouldn't have such precise lines.)

“College hockey is going through significant changes with the WCHA right in the thick of it all,” said Dan Price, Principal/President of Adrenalin, Inc. “When redesigning the WCHA logo and working on their visual identity, recognizing their historic standing as the winningest college hockey conference was of the upmost importance. Working with Bruce and his staff members, Adrenalin determined that their logo was not in need of an overhaul, but that a few minor adjustments would be necessary in order for the logo to accurately represent the conference as a continued leader. By moving the player from the right to the left side of the logo, the message is clear that the WCHA puts the players first and that exciting times are ahead – for them and the WCHA. Adding red as a third color addresses the aggressive and powerful style of hockey that is played in the conference. It was a pleasure working with Bruce and his group to deliver a winning mark.”

(Hopefully, this isn't the biggest change the WCHA makes to keep pace with college hockey these days.)

* So who will be in the new-look WCHA in 2013-14?

-- two WCHA holdovers in Minnesota, Bemidji State and Minnesota State Mankato ... plus Alaska Anchorage and Michigan Tech from the WCHA

-- independent Alabama Huntsville

-- five teams from the disbanding CCHA., Alaska Fairbanks -- should spike up rivalry with UAA -- Bowling Greem Ferris State, a Frozen Four team last season, Lake Superior State and Northern Michigan.