Their identity is the team that everyone else loves to hate.
Everybody loves to hate teams that are successful, and during their peak the Canucks fit this bill exactly.
They are definitely not the team that everyone else loves to hate these days though. A few years of being a bottom feeder will do that to you. They're more "the team that nobody cares about" now. Which is why people around the league are suddenly being awoken to how good guys like Pettersson, Boeser, and Horvat are. They're now building a bit of a "the team that is fun to watch" identity.