The St. Louis Blues revealed subtle yet bold changes to their branding on Tuesday.
Beginning in the 2025-26 season, the Blues will wear new home and away uniforms inspired by the team’s heritage designs worn during the 2017 and 2022 Winter Classics. The new jerseys feature a modernized, reshaped Blues Note logo that went from three colors to two and includes thicker blue and yellow keylines.
“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,” Blues chairman Tom Stillman said in a release. “The response of Blues fans to this jersey has been overwhelming, and we are pleased to share the updated versions with our supporters everywhere.”
The team officially released the designs through a video narrated by head coach Jim Montgomery.
The new home uniform has a royal blue base with gold and white striping. The away sweater is white and flips the design scheme. The team will wear new gloves, and the pants feature the team’s STL logo.
Per the Blues, the three main components of the rebranding include:
NEW UNIFORMS: The St. Louis Blues are returning to their roots, taking inspiration from the beloved heritage kits for their new full-time home and away uniforms. The new jerseys are similar to the versions worn by the Blues in the home 2017 Winter Classic and away 2022 Winter Classic, with the most noteworthy difference being the new away jersey featuring white rather than cream. Key updates include one-color numbers for clear legibility and a new interlocking STL logo displayed on the pant leg. The current royal home jersey will transition to official third jersey status moving forward.
NEW PRIMARY COLORS: The Blues are officially returning to their original palette for their primary colors–the classic blue and yellow first worn in 1967, but changed slightly to improve the color consistency between different fabrics on the uniform. While royal blue has served as the team’s primary color since 1984, we have brought back this bolder, more vibrant look to energize the brand while honoring our history.
NEW BLUE NOTE: The modernized version of the iconic Blue Note includes a move from three colors to two (beige removed from the previous heritage-style Note), thicker blue and yellow keylines, and a slight reshaping of the Note. The recalibrated Blue Note will be featured on the new home and away jerseys.
The Blues also introduced new design elements, including wordmarks, a brand font, and other logos.
TERTIARY MARKS:
FLEUR: Based on the Fleur-de-lis that is a primary St. Louis icon featured on our city’s flag, this Fleur mark infuses flourishes of a treble clef footed by a note head.
STL: This interlocking STL mark is a bold, treble clef-inspired design that harmonizes the musical roots of St. Louis and the Blues.
RIVER MUSIC: The iconic Gateway Arch, reflecting in the Mighty Mississippi, comes together to form a trumpet that pays tribute to the historic music scene of downtown St. Louis.
WORDMARKS & FONT:
WORDMARKS: Rhythm in letterform. The primary wordmark embodies the steady flow of the Mississippi River, while the illustrative version builds upon this foundation with typography details inspired by W.C. Handy’s 1914 St. Louis Blues sheet music cover.
BLUES FONT: Custom typography featuring smooth curves and sharp edges that create the perfect blend of artistry and edge, mirroring the game of hockey itself.
The entire design process, from concept to completion, took three years with work commencing in 2021. RARE Design and Fanatics collaborated with the Blues on the designs.
Merch for the Blues’ new designs is available on STLAuthentics.com and in-person at the STL Authentics Team Store at Enterprise Center.
