The
club's identity is heavily linked to the story of Winnipeg's Valour Road, and named to recognize Corporal Leo Clarke, Sergeant-Major Frederick William Hall, and Lieutenant Robert Shankland, who all lived on the same street and received the Victoria Cross for acts of bravery during the First World War.
The letter "V" in the centre of the crest emulates a folded medal ribbon and also represents the meeting of the Red River and Assiniboine River in Winnipeg. The right side of the "V" creates a "W" for Winnipeg, and the circle under the "V" is in the shape of the Victoria Cross medal. The wheat at the top of the crest represents Manitoba's agricultural industry.
The official club colours are maroon, gold and black (branded by the club as "Valour maroon," "wheat gold," and "earth black"). These colours symbolize the ribbon of the Victoria Cross and the wheat fields and soil of the Canadian Prairies.