The St. Louis Blues have officially unveiled a fresh and dynamic brand evolution, marking the first major update to their iconic Blue Note logo and uniforms since 1997. This bold move, announced on Tuesday, June 24, 2025, embraces the team’s rich history while propelling the franchise into a new era with a modernized look rooted deeply in St. Louis culture and the heritage of the NHL club’s original 1967 colors.
At the heart of this transformation is a reimagined Blue Note logo, the emblem synonymous with the franchise since its inception. The new design simplifies the previous three-color palette by removing beige and focusing on a vibrant two-tone blue and yellow scheme. It features thicker keylines and a slightly reshaped note that ensures better visibility across various platforms, from jerseys to digital media and merchandise. This update is the first alteration to the primary logo since 2009, with the previous version dating back to 1998.
Blues Chairman Tom Stillman expressed the significance of this change, emphasizing the overwhelming fan support for the heritage jerseys. "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," 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."
The new home and away uniforms draw heavily from the team’s celebrated Winter Classic jerseys worn in 2017 and 2022. The home jersey is predominantly blue, accented with gold and white striping in a modified Northwestern pattern on the sleeves, hem, and socks, echoing the classic style but with a contemporary twist. Meanwhile, the road jersey swaps the earlier cream tone for a sharp, pure white base, enhancing the vibrancy and clarity of the design. Both jerseys feature one-color numbers for improved legibility and a fresh interlocking "STL" logo on the pant leg, symbolizing the city’s spirit and musical heritage.
Steve Chapman, the Blues’ Executive Vice President and Chief Revenue and Marketing Officer, highlighted the team’s intention behind the brand evolution: "We have a very close-knit relationship with the city, with our fans and with our alumni, so one thing we were trying to accomplish was to honor our history and honor the heritage, but to do it in a way so that we can focus on moving forward — focus on this new era of Blues hockey." Chapman also noted the challenge of creating an "STL" mark that distinguished itself from the iconic St. Louis Cardinals logo, ultimately partnering with Mississippi-based Rare Design to craft a treble clef-inspired design that pays homage to the city’s deep musical roots.
This brand evolution extends beyond jerseys and logos. The Blues introduced new tertiary marks that enrich the team’s visual identity. Among these are a Fleur-de-lis infused with a treble clef and note head, reflecting the city’s flag and musical heritage; the bold interlocking "STL" mark; and the River Music logo, which cleverly integrates a trumpet with the Gateway Arch and Mississippi River layout. These marks will feature prominently on merchandise and team communications, offering fans diverse ways to express their support.
Chris Zimmerman, Blues President and CEO of Business Operations, shared insights into the meticulous process behind the redesign: "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." The development journey spanned three years, starting in 2021, with artistic contributions from RARE Design and Fanatics, the NHL’s new uniform provider since 2024.
The Blues’ return to their original color palette marks a significant shift from the royal blue that has dominated since 1984. The "heritage" blue is a bolder, more vibrant shade, carefully calibrated for consistency across different uniform fabrics. The royal blue home jersey will now serve as the team’s official third jersey, preserving its legacy as the color worn during the Blues’ first Stanley Cup triumph in 2019.
Defenseman Colton Parayko was the first player to model the new uniforms publicly, expressing enthusiasm about the changes. "First time seeing them today," Parayko said. "Clean look and very well done." He praised both the home blue and the pure white road jerseys, noting the white’s striking appearance and the group’s fondness for the Winter Classic cream sweaters. "The guys are going to be excited because it’s a very cool look," he added.
The new jerseys are set to debut on the NHL Draft stage this Friday, June 27, 2025, where the Blues will wear them as their picks take the spotlight. Fans eager to get their hands on the new gear can sign up for presale notifications starting in September, with some merchandise such as hats and shirts already available online and at the STL Authentics Team Store at Enterprise Center.
Tom Stillman reflected on the emotional connection between the franchise and its supporters: "We’re running a business, and we’ve got to do the right things for the business, but it’s a different kind of business because the public has such a strong interest in what happens with it. So those kinds of considerations are built into the decision-making process."
As the Blues embark on this new chapter, the blend of tradition and innovation in their brand evolution perfectly captures the spirit of St. Louis hockey. The updated Blue Note and accompanying marks pay tribute to the city’s musical heritage and the franchise’s storied past while setting the stage for exciting times ahead on and off the ice.
With the 2025-26 NHL season approaching, fans can look forward to seeing the Blues take the ice in these striking new uniforms, a vivid reminder that sometimes, looking back is the best way to move forward.
