The St. Louis Blues officially launched a brand evolution today, unveiling new primary home and away uniforms that pay homage to the club’s storied past while pushing boldly into the future. Drawing inspiration from the team’s popular Winter Classic jerseys, the updated kits modernize the heritage blue and yellow palette, refine the iconic Blue Note logo, and introduce new wordmarks, typography, and alternate branding that celebrate both the Blues and the city they call home.
“The heritage jersey reflects the rich, compelling history of the St. Louis Blues,” said team Chairman Tom Stillman. “The response of Blues fans to this jersey has been overwhelming, and we are pleased to share the updated versions with our supporters everywhere.”
Blues President and CEO of Business Operations Chris Zimmerman emphasized the intentionality of the project, noting, “Playing in three Winter Classics gave us the opportunity to explore elements of our past. The evolution of the Blue Note, and development of additional brand marks, provides our fans new ways to express and celebrate their support.”
A MODERN TAKE ON A CLASSIC LOOK
The new jerseys harken back to the Blues’ inaugural 1967 designs and include distinct modern updates: simplified two-color Blue Note logos (removing the beige), one-color player numbers for improved legibility, and a bold new interlocking STL mark on the pant leg. The current royal blue jersey will shift to become the team’s official third jersey.
The classic blue and yellow colors—first worn in 1967—return as primary team colors, with slight adjustments for color consistency across different materials. These vibrant, energetic shades replace the royal blue that has defined the team since 1984.
A SYMBOL OF ST. LOUIS
In addition to the primary uniforms, the Blues revealed a suite of new tertiary marks emphasizing regional pride and musical heritage:
- Fleur: A fleur-de-lis infused with musical elements, inspired by the St. Louis city flag.
- STL: An interlocking, treble clef-inspired STL logo.
- River Music: A stylized trumpet shaped by the Gateway Arch and Mississippi River reflection, celebrating St. Louis’s legendary music scene.
The team’s new custom wordmark and typography draw from the rhythm and curves of blues sheet music, specifically W.C. Handy’s 1914 St. Louis Blues, combining artistry with the sharp energy of hockey.
FAN-DRIVEN DESIGN
Fan surveys, including a popular jersey bracket contest during the 2024–25 season, consistently ranked the 2017 Winter Classic jersey as the most beloved. The new home and away uniforms reflect that fan sentiment, offering a permanent return to the look that Blues Nation holds dear.
NEW GEAR, SAME PRIDE
Fans can browse the updated merchandise line, including hats, tees, hoodies, and novelties, now available at STLAuthentics.com and the STL Authentics Team Store at Enterprise Center. The store will remain open daily through Saturday from 11 a.m. to 5 p.m.
The new home and away jerseys will be available for presale in the fall. Fans can sign up for alerts at stlouisblues.com/email.
With a look rooted in tradition and refined for the future, the St. Louis Blues are ready to skate into a bold new chapter—louder, prouder, and more unified than ever.
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