navigating the delicate balancing act of St. Louis Blues' logo redesign
The Blues' Rebrand: A Fresh Spin on a Musical Legacy
Say goodbye to the old, and welcome the new! The St. Louis Blues have unveiled a fresh take on their brand identity, introducing a lighter shade of blue, a restyled note logo, and new marks that celebrate their connection to St. Louis and the Mississippi River. But fear not, the old Blue Note isn't being permanently sidetracked.
The familiar royal blue jersey has been relegated to the third jersey status, allowing the updated look to take center stage. However, the old note will still be seen around the organization, as St. Louis embarks on a two-year journey to revamp imagery throughout its practice facility, youth hockey initiatives, and community-focused sub-brands.
Royal blue jerseys will continue to be available for purchase, helping the team manage inventory during their partnership with Fanatics. After all, the winning threads of 2019's Stanley Cup championship still hold a special place in the hearts of many fans.
Steve Chapman, St. Louis' chief revenue and marketing officer, emphasized the importance of preserving the old, stating, "We certainly don't want it to go away. It's a part of who we are."
The Blues' rebranding strategy reflects the delicate balance modern sports teams must strike between maintaining tradition and keeping their identity fresh. NHL's chief branding officer Brian Jennings stated that the league encourages gradual updates rather than drastic overhauls, with a five-plus-year uniform roadmap in place.
The updated look draws inspiration from the Blues' 2017 Winter Classic jersey, which eventually became their third jersey for the 2018-19 season. Reflecting on the process, Jennings remarked, “It gives us a great level of satisfaction... So it's great to see this."
The brand updating process, initiated in 2021, took a shared effort from Mississippi-based Rare Design, app development partner YinzCam, the NHL for digital updates, Fanatics for helping with the retail side of things, and various other partners who signed non-disclosure agreements to ensure a seamless transition.
Team sponsors were among the first to be briefed on the changes to avoid any unexpected surprises, like custom Blues bottles of the wrong shade from Anheuser-Busch in 2025-26.
Fans have already been introduced to the new STL mark on this year's Winter Classic helmet, with responses overwhelmingly positive. The new logos will soon appear on apparel, team communications, and within the stadium, giving the team more creative flexibility to engage their fanbase.
"We needed something beyond just the note as one of those creative elements," explained Brenda Wilbur, the Blues VP of brand, retail, and creative services. "Having a blue note, maybe with the STL on a hat or the fleur-de-lis and some of these new notes, will provide fans with different ways to show their fandom."
As the team continues to evolve, who knows what the future holds for their uniforms? One thing is certain; the Blues' brand is poised to carry on a strong legacy of celebrating its musical roots and the cultural heritage of St. Louis and the Mississippi River.
Sports enthusiasts in St. Louis might be thrilled to witness a shift in their beloved Blues' attire, as the team introduces a revamped look that pays homage to the Winter Classic jersey of 2017. Amid this transformation, hockey fans can still proudly don the royal blue jerseys, preserving a piece of the team's rich history. The NHL, along with the Blues, is mindful of the balance between honoring tradition and staying modern, embracing gradual updates instead of drastic overhauls.
