St. Louis Blues Unveil Broad 2025 Rebrand With New Logos, Uniforms

The St. Louis Blues have unveiled a brand evolution for the 2025-26 season that revisits the team's original 1967 color palette and uniforms, inspired by the popular 2017 and 2022 Winter Classic jerseys. The iconic Blue Note logo has been subtly redesigned, simplifying it to two colors with thicker outlines and a slightly reshaped musical note, while dropping the beige outline to enhance clarity and honor the franchise's heritage. Alongside the primary logo update, the Blues introduced new tertiary logos featuring a fleur-de-lis, an interlocking STL mark inspired by a treble clef, and a trumpet, reflecting the city's cultural and musical roots. Despite the updates, the team will retain the royal blue home jersey as a third jersey, acknowledging its sentimental value, especially as it was worn during their 2019 Stanley Cup win. Management emphasized a careful, gradual rebranding approach to respect tradition while advancing the team's identity, with leadership having worked on this evolution since 2021. Fan reactions have been mixed, with some questioning the impact of changes like the fleur-de-lis logo, but the organization sees these updates as providing new ways for fans to celebrate the team.