JUST IN: St. Louis Blues unveil new primary logo and uniforms inspired by Winter Classic designs…

The St. Louis Blues have revealed a bold new era in team branding, officially unveiling a redesigned primary logo and a revamped set of uniforms heavily inspired by their popular Winter Classic looks. The announcement, made during a special fan event at Enterprise Center, marks a significant shift in the team’s visual identity ahead of the 2025–26 NHL season.

A Nod to Tradition

The Blues’ new primary logo is a refined evolution of the classic blue note, a symbol deeply ingrained in the franchise’s history since its founding in 1967. While retaining its iconic shape, the updated version adds subtle vintage flourishes and a deeper color palette. Gold detailing and a slightly darker royal blue give the logo a more heritage-rich appearance, reminiscent of the team’s 2017 Winter Classic jerseys worn during their outdoor game at Busch Stadium.

“The Winter Classic designs have always resonated with our fans, so we wanted to bring that timeless aesthetic into our everyday identity,” said Blues President of Hockey Operations and General Manager Doug Armstrong. “This rebrand respects our past while creating a fresh, unified look for the future.”

Uniform Overhaul

In line with the logo change, the new home and away uniforms feature classic striping patterns and simplified fonts, echoing vintage hockey styles. The home jersey is a rich royal blue with cream and gold striping on the sleeves and waist, while the away jersey pairs a clean white base with similar vintage accents.

The crest on both sweaters showcases the updated blue note, outlined in gold, offering a sharp contrast that stands out on the ice and television broadcasts. The shoulder patches now feature a secondary mark — a stylized “STL” monogram set within a circular badge — another nod to the city’s storied hockey heritage.

Fan Reception and Availability

Initial fan reaction has been overwhelmingly positive. Social media lit up with comparisons to the Winter Classic gear, which has long been a fan favorite for its retro appeal and clean design. Many praised the team for “finally making the best-looking jerseys permanent.”

The new merchandise, including jerseys, hats, and apparel featuring the updated logo, is now available at the team store and online. Season ticket holders got the first look at the new threads during an exclusive unveiling event, which included appearances by current players modeling the gear and a video tribute to the team’s visual evolution.

Looking Ahead

The Blues will debut their new uniforms in the season opener this fall. As one of the NHL’s Original Expansion teams, the franchise continues to balance innovation with tradition. With the adoption of this new branding, the Blues hope to energize their fanbase and spark a fresh chapter in their pursuit of another Stanley Cup.

“This isn’t just about a logo or a jersey,” said Armstrong. “It’s about identity. It’s about who we are as a team and a city. And now, we get to wear that identity with pride every night.”