All of the items you mentioned go in to a successful expansion branding in my opinion. To start with it's best to pick a city that could believably have a professional team in this league (sorry Anchorage). If the team name/concept can lean on the history or significant importance of the that city/location it makes it that much better, but it's not essential. Dragons have nothing to do with Calgary, but dragons are epic so it's an awesome name. The Forge however is a wonderful tie in to Philadelphia (and not as overused as the Liberty Bell). The last step, or arguably the most important, is the logo design. You could pick a great city and a great name, but if the artwork sucks then it's dead on arrival. Fortunately I don't feel that's been the case with any of the expansion teams thus far so it hasn't really been a big issue. In the past it wasn't too concerning if the artwork wasn't original, but since like season 30 there's been a huge push for original team artwork and I believe every team now has original logos. If an expansion team were to drop with a recolored version of an existing logo (NHL, AHL, BCHL, etc, etc) it would be a big miss as well.