The St. Louis Blues Unveil Bold New Uniforms and Brand Identity
The St. Louis Blues are striking a powerful chord with their fanbase once again, this time through a comprehensive reimagining of their core look. The NHL franchise has officially unveiled brand-new primary home and away uniforms, embracing the club’s roots while harmonizing their history with a sharp, modern identity. The result? A bold new era built on decades of musical and cultural legacy.
Inspired by the jerseys first worn in 1967, the new look marks a return to the Blues’ original color palette—a vibrant blue and yellow refreshed for the modern age. Designed in collaboration with RARE Design and Fanatics over a three-year span, the updated uniforms and brand system are the latest example of how a team can respect its past while confidently stepping into the future.
Fans of the Winter Classic series will recognize the inspiration behind the new threads. The home set draws from the 2017 Winter Classic uniform, while the away jersey references the 2022 Winter Classic design, swapping the cream base for crisp white to align more closely with traditional NHL looks. The Blues are also transitioning the royal blue jersey (formerly their primary) to a new role as their official third jersey, giving the fresh primary set more room to shine.
Design enhancements include:
One-color numbers for improved clarity and visual impact
A new interlocking STL logo on the pant leg, tying together the city and the team
Thicker striping and bold color blocking reminiscent of the club’s early years
The legendary Blue Note logo, one of the most iconic symbols in all of hockey, has undergone a subtle yet significant transformation. Moving from three colors to two—eliminating beige—the updated Note features thicker blue and yellow keylines and a slightly reshaped design that balances modernity with familiarity. This evolution ensures the logo pops across all platforms, from HD screens to retail gear.
Introduced in 1997-98, the previous version served the franchise for over two decades. The new Blue Note is more dynamic and digitally optimized, while still playing the same timeless melody fans know and love.
The Blues didn’t stop at the jersey. They’ve also added new tertiary and secondary brand marks that celebrate the unique identity of St. Louis:
The Fleur – A refined fleur-de-lis inspired by the St. Louis city flag, with a treble clef flourish and note head stem
Interlocking STL – A bold, modern emblem blending musical elements with civic pride
River Music – A stunning mark combining the Gateway Arch and the Mississippi River to form a trumpet—a tribute to the city’s jazz and blues heritage
These marks allow fans new ways to represent their team and city, deepening the emotional connection between community and club.
The brand overhaul also introduces custom wordmarks and typography that dance to the rhythm of the Mississippi. The primary wordmark mirrors the river’s steady flow, while a stylized version pays homage to the iconic 1914 "St. Louis Blues" sheet music cover by W.C. Handy.
The custom Blues font merges sharp edges with smooth curves—a typographic reflection of the intensity and grace of the game itself.
“Remixed. Remastered. Reborn” isn’t just a tagline—it’s a philosophy. The fan-favorite looks of the past are no longer reserved for special events. Based on overwhelming support from fans and feedback from surveys and jersey contests, the heritage-inspired identity is now the foundation of the Blues brand moving forward.
“Evolving one of the most iconic marks in our sport was a responsibility our brand team and equipment staff undertook with great pride,” said Chris Zimmerman, Blues President and CEO of Business Operations. “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.”
From jersey to logo, font to symbolism, the Blues’ 2025 identity is a masterclass in how to modernize without losing soul.
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