Enterprise Center | St. Louis Blues
Enterprise Center | St. Louis Blues
The St. Louis Blues have introduced new primary home and away uniforms, drawing inspiration from their 1967 heritage color palette and iconic Blue Note logo. This update is part of a broader brand evolution for the team. The redesign takes cues from the classic uniforms worn by the Blues at their inception, with modernized elements to usher in a new era.
Tom Stillman, Chairman of the Blues, stated, “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.” He added that fan response has been overwhelmingly positive.
Chris Zimmerman, President and CEO of Business Operations for the Blues, emphasized the responsibility felt by their brand team in evolving such an iconic mark. “Playing in three Winter Classics gave us the opportunity to explore elements of our past that produced remarkable designs,” Zimmerman noted.
The updated uniforms are reminiscent of those worn during previous Winter Classic games but feature notable changes such as white instead of cream on away jerseys and a new interlocking STL logo on pant legs. The current royal home jersey will now serve as an official third jersey.
In terms of color scheme, the team is returning to its original blue and yellow palette from 1967. Adjustments have been made to improve consistency across different fabrics. The Blue Note logo has also been refined with thicker keylines and a reduction from three colors to two.
Fan feedback played a significant role in these changes. Surveys indicated strong support for heritage branding associated with Winter Classic games. Modernized versions of these jerseys are now set to become permanent fixtures.
Additional design elements include tertiary marks like "Fleur," based on St. Louis's Fleur-de-lis icon; "STL," which harmonizes musical roots; and "River Music," featuring imagery inspired by local landmarks.
Wordmarks embodying river rhythms and custom typography further enhance this brand evolution effort initiated in 2021 with artistic input from RARE Design and Fanatics.
New merchandise reflecting these updates is available online at STLAuthentics.com or at Enterprise Center’s STL Authentics Team Store through Saturday each week between 11 am-5 pm daily.
Fans can register at stlouisblues.com/email for notifications about presales beginning this fall for both home-and-away jerseys alike.
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