ST. LOUIS -- The fans have spoken. The St. Louis Blues have finally listened.
And a new era of Blues uniforms are coming at you for the 2025-26 season that brings a flavor of the past and the present together.
The team unveiled their new kits on Tuesday morning, something that has been in the works since the 2017 Winter Classic but really got the ball rolling in 2021.
"St. Louis is a town of tradition. St. Louis is a town that is a lot of times, very happy with the way things are and rooted in that tradition, and we want to be respectful of that," said Steve Chapman, Blues executive vice president, chief revenue & marketing officer. "But this was a good chance for us to kind of move the brand forward. ... We want to honor the tradition of the St. Louis Blues. We want to honor everything that has taken place to get us to where we are today, but we want to focus on what we're doing next.
"... This is not a rebranding. We're not going in a completely different direction. This is taking a piece of our past, but trying to put it into a phase of where we plan to go in the future.
"When we unveiled the sweaters from the 2017 Winter Classic, the response from our fans was unbelievable. We got responses from a lot of different people over the years. Brett Hull once grabbed me and told me, 'These are the prettiest sweaters he'd ever seen.' I'll let 'Z' [Chris Zimmerman, Blues president and CEO of business operations] tell you the story, but [Wayne] Gretzky grabbed him in a suite one night and was like, 'Why do you guys not wear this sweater all the time?' Our fans obviously responded to it. That got us to thinking."
The Blues unveiled new primary home and away uniforms featuring modernized versions of the team’s heritage color palette and iconic Blue Note logo as part of an overall brand evolution announced today.
Inspired by the classic uniforms worn by the Blues upon their inception in 1967, the fan-favorite Blues brand identity and logo have been emboldened for a new era. The club also introduced new design elements including wordmarks, brand font, and secondary and tertiary marks highlighting the shared cultural influences of St. Louis and the Blues.
"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. "The response of Blues fans to this jersey has been overwhelming, and we are pleased to share the updated versions with our supporters everywhere."
"Evolving one of the most iconic marks in our sport was a responsibility our brand team and equipment staff undertook with great pride over years of collaboration,” Zimmerman said. "Playing in three Winter Classics gave us the opportunity to explore elements of our past that produced remarkable designs, validating the strong affinity for heritage blue becoming our primary team color shared by our fans and players. 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."
As part of the announcement, the Blues unveiled a launch video and brand assets that provide featured imagery and additional details on all the design elements of the Blues new uniforms and comprehensive brand evolution, including:
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.
FAN FEEDBACK: Fans have overwhelmingly shown their affinity for the team’s heritage branding around the three Winter Classic games that featured jerseys inspired by that era. Surveys have shown that the heritage-era jerseys are the favorite of most Blues fans, including the 2017 Winter Classic jersey being the top pick in a jersey bracket contest held during the 2024-25 season. Modernized versions of the heritage jerseys are here to stay.
MODERNIZATION: The previous Blue Note was introduced 27 years ago, during the 1997-98 season. A version with thicker keylines will display more boldly in digital formats and look cleaner on retail items. The blue is vibrant and energetic, which sets the brand apart from other NHL and St. Louis sports teams.
REGIONAL PRIDE: The St. Louis Blues Hockey Club was born and bred in St. Louis, a city known for its resilience and passion. Now, fans can proudly showcase their Blues and STL pride with new tertiary marks that celebrate this unbreakable bond.
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 development process for the new Blues brand evolution, uniforms, and logos was three years from concept to completion, with the work beginning in 2021 and involving artistic support from RARE Design and Fanatics.
"These are our three new main tertiary marks," said Brenda Wilbur, Blues vice president, brand, retail & creative services. "The Fleur ... that's based upon St. Louis Fleur-de-lis ... we thought that was a great musical interpretation and we use the treble clef element in the STL as well. Then River Music, that trumpet has always been pretty popular. So diving into the music scope and also city scope. You see the Arch in there and the Riverfront incorporated into that trumpet mark.
"Why are we doing this? First of all, fan feedback from all of the Winter Classic games has been fantastic. Something that's really important: Modernization of the Note. It's been around for 27 years, so back at that time, digital was not really an element that was thought of, retail was less of a component. As we thought through the Note, we needed to simplify it, so when it's used in a digital way with apps, we had to make it cleaner so that it has a cleaner representation on digital and on your phone. And then regional pride: taking the Blue Note but going beyond that with tertiary marks, as you see on the STL mark as well as other marks. I've been here 19 years and from a creative standpoint, only having the Note to work with for those 19 years, it's been a little constraining, so all of our creative teams are excited by these new marks."
The home jersey from the most recent seasons will now become the team's third jersey.
New apparel and merchandise featuring the Blues’ new primary colors and logos are now available online at STLAuthentics.com and in-person at the STL Authentics Team Store at Enterprise Center, with an assortment of tees, hats, hoodies and other apparel and novelties. The STL Authentics Team Store will hold regular hours the rest of the week through Saturday, 11am-5pm each day.
Blues fans can sign up at stlouisblues.com/email to be notified when the new home and away jerseys become available for presale in the fall. They will become available in September.
"We're so fortunate to have the fanbase that we have," Chapman said. "The pride they take in the Blues and St. Louis, we were just trying to reflect that. We think our fans are going to love it and take to a lot of it."