The San Antonio Coyotes have unveiled a new primary logo, the latest step in the franchise’s transition from Charlottesville, Virginia, to South Texas.

Owner Tony Bellanova announced the design after the club’s first victory under the San Antonio Coyotes name, a 17-13 home win over the Tampa Bay Storm. The team enters Week 3 of the DFL season with a 1-1 record and is scheduled to play the Richmond Capitols on the road Thursday.

According to a team press release, the new crest centers on a coyote within a shield modeled in part on the architecture of the Alamo. The club said the design is intended to represent resilience, determination and San Antonio’s competitive identity.

The franchise also introduced a desert-inspired color palette, which it said reflects the landscape and culture of South Texas. Bellanova described the branding change as an effort to establish a distinct local identity rather than retain the feel of the former Charlottesville Scholars.

“The Scholars honored where we came from,” Bellanova said in the release. “The Coyotes represent where we’re going.”

Bellanova said the organization still recognizes its Charlottesville history, where the franchise began and developed its initial support. The previous identity remains part of the team’s history, he said, even as the organization builds its new presence in Texas.

“Charlottesville gave this organization its first home and its first believers,” Bellanova said. “Every chapter of our history matters. But today we’re writing the next one.”

The Coyotes are currently playing at a temporary home stadium. The club said it has recorded consecutive sellouts there, though the release did not provide attendance figures or further details about the venue.

The logo rollout follows the team’s first home victory under its new name, a close result that gave the franchise an early positive moment in its first season as San Antonio. The DFL is a professional American football league, and the Coyotes’ Thursday game in Richmond will be their next opportunity to build on that win.

Bellanova characterized the new visual identity as part of a longer-term commitment to the city. “This logo isn’t just about football,” he said. “It’s a promise that we’re here to build something that lasts.”

The club did not announce additional branding, stadium or roster changes in its release.