From the NHL FAQ:
What about the name, logo and colors?
Sockeyes defeated Totems in the final of a four-round Seattle Times poll that attracted 146,144 votes. Metropolitans finished third. Next came Steelheads, Kraken, Sasquatch, Freeze and Emeralds.
"We paid close, close attention," Leiweke said.
NHL Seattle has been doing focus groups. Each day, Leiweke listens to suggestions and opinions.
"It's a process of really putting your ear to the track and understanding and hearing what fans feel and believe," Leiweke said. "That's the art form. The science is then bringing in professionals who can take direction and sentiment and begin to apply it to what practically could be a name and a logo that will stand the test of time. And I'm confident we'll land on the right thing.
"We want to be deliberate, but we're not going to rush this to the point we don't feel great about it."