While the jerseys are still tightly under wraps, the Jets’ new logo and colors have been released!
The team’s primary logo displays a silver jet superimposed on a red Canadian maple leaf; the plane/leaf are surrounded by concentric blue and silver circles, with a notch at the top (a wink to the ownership group, True North, naturally). The secondary logo combines pilot’s wings, a pair of crossed hockey sticks, and a maple leaf, with the team’s name in banners above and below the leaf. The team has also released a script wordmark (very reminiscent of the Toronto Blue Jays).
In a press release by the team, Mark Chipman, Chairman & Governor of True North, said:
“True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity. We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to our country’s remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces.”
Dorian Murphy, Senior Director of Marketing and Branch Management for True North, said:
“We have always had a close relationship with [Canadian Department of National Defence] 17 Wing throughout the years, dating back to our annual Manitoba Moose Military Night. We are thrilled to be able to continue this relationship in a significant way. The design cues for the plane were inspired by the military jets flown by the Air Force over the years. So not only were we able to establish a new identity for our brand, but we were able to maintain a trtraditional, time honoured look to the logo.”
(and yes, the correct Canadian pronunciation has a ‘u’ in honour…)
While there were many alleged logos floated around, this confirms that one leak earlier in the week was accurate, as a photo of the apparently Jets logo on merchandise was circulated on the internet. At the time, there was debate as to whether, if legitimate, it was the primary or secondary logo.