ST. LOUIS, Mo. (Matrix Midwest) – The St. Louis Blues announced Tuesday that the team is starting a brand evolution that will include new primary home and away uniforms as well as a new version of the iconic Blue Note logo.
According to the Blues, the brand evolution was inspired by the classic uniforms worn by the Blues in 1967.
“The heritage jersey reflects the rich, compelling history of the St. Louis Blues, and it is one of the most classic jerseys in the National Hockey League,” said Tom Stillman, Blues Chairman. “The response of Blues fans to this jersey has been overwhelming, and we are pleased to share the updated versions with our supporters everywhere.”
The Blue Note logo featured in the Blues brand evolution.(St. Louis Blues)
The new uniforms are similar to the versions worn by the Blues in the home 2017 Winter Classic and away 2022 Winter Classic, with the most noteworthy difference being the new away jersey featuring white rather than cream.
These uniforms, however, include one-color numbers and a new interlocking STL logo displayed on the pant leg. The Blues said the current royal home jersey will transition to official third jersey status.
As mentioned previously, the “new” colors are taken from the original palette that featured classic blue and yellow, first worn in 1967. ALthough royal blue has served as the team’s primary color since 1984, the Blues said they have brought back this look to energize the brand while honoring the team’s history.
The new Blue Note logo will feature two colors instead of three, thicker blue and yellow keylines, and a slight reshaping of the Note. It will be featured on the new home and away jerseys.
“Evolving one of the most iconic marks in our sport was a responsibility our brand team and equipment staff undertook with great pride over years of collaboration,” said Chris Zimmerman, Blues President and CEO of Business Operations. “Playing in three Winter Classics gave us the opportunity to explore elements of our past that produced remarkable designs, validating the strong affinity for heritage blue becoming our primary team color shared by our fans and players. The evolution of the Blue Note, and development of additional brand marks, provides our fans new ways to express and celebrate their support for the St. Louis Blues.”
New apparel and merchandise featuring the Blues’ new primary colors and logos are now available online at STLAuthentics.com and in-person at the STL Authentics Team Store at Enterprise Center.
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