The appeal of the NHL extends way beyond fans in North America. The sport of hockey is globally popular and, while supporters of franchises in the US and Canada will continue to get behind their teams, there is a worldwide following for the league.
Much of the NHL schedule is broadcast live and can be enjoyed at home or as an accompaniment to a night out at a bar; some may even decide to place bets on an NHL game at a large online sports betting provider or casino operator. Sales of merchandise underline the popularity of the sport, and this is where NHL logos have a significant bearing on figures.
Iconic Crests
Sales of hockey shirts, as with baseball caps, don’t always suggest a devotion to a particular team. Throughout history, specific badges and crests have become legendary and attract more attention than others. The franchise in question may have historically been successful, or perhaps the purchaser likes the design.
In short, the hockey logos themselves are the most significant drivers in terms of merchandising, but which are the best designs of all time?
Detroit Red Wings
Everyone will have their own opinion on the best NHL logos, and surveys of this kind are often influenced by fan bias. Among independent studies, however, the Detroit Red Wings crest always appears towards, or at, the very top.
The Detroit franchise introduced a new logo when it changed its name from the Cougars to the Red Wings in the 1930s. The badge features a ‘winged wheel’ in the classic red and white colors of the team.
The original version has changed very little over the years, but 2025 has seen a switch. To celebrate the team’s 100th anniversary, a special centenary badge will be issued, featuring the number 100 as its focal point. Merchandise sales are expected to be high, although the Red Wings' classic logo will remain the preferred choice of many Detroit fans.
Pittsburgh Penguins
What could be more entertaining than a penguin playing hockey? The charming design of Pittsburgh’s logo has aided merchandising sales, and the Penguins are one of the most popular franchises among neutrals.
The current crest features the flightless bird, complete with a stick, as it negotiates its way across the ice. It has a loyal following, but some fans miss the historic penguin designs.
Pittsburgh is among many franchises that change their logos on a semi-regular basis. In the early part of the new millennium, a bird known as the ‘robo-penguin’ was featured from the waist upwards.
Chicago Blackhawks
We’ve seen in other sports that Native American imagery isn’t always well-received. In the NFL, the Washington Redskins even changed their name, but no amendments are expected in the Chicago Blackhawks camp.
The current crest represents Black Hawk, leader of the Sauk people, and it has helped put this Chicago franchise at the top in terms of merchandise sales. A descendant of Black Hawk has requested that the team change the crest, but it has so far resisted. Whichever side you may take in this debate, it’s fair to say that the Chicago Blackhawks logo is an iconic one.
Nashville Predators
As we’ve seen with the Pittsburgh Penguins, cuddly critters can engage with the audience, but other NHL franchises employ more fearsome beasts. In the case of the Nashville Predators, a sabre-toothed tiger takes the starring role.
You won’t encounter one of these extinct animals, but they are legendary, fearsome creatures, and that’s what the Predators are aiming for. If a logo could strike fear in the opposition on its own, this is the leading candidate.
New York Islanders
Sometimes the best logos offer a simple design. The crest of the New York Islanders features a hockey stick, a puck, and the team's name against an outline of Long Island. Some feel it’s a cluttered image, but it leaves you in no doubt that this is a hockey team.
In this case, it’s the vivid contrast between blue and orange that makes the Islanders’ logo stand out.
Calgary Flames
The Islanders’ crest may be simple, but for true minimalism, it’s hard to beat the logo of the Calgary Flames. Here we have a large, red letter C, fringed in yellow and surrounded by flames.
There is no accompanying text, but every hockey fan knows instantly that the badge belongs to the 1988/89 Stanley Cup winners.
In the US and Canada, where the highest density of hockey fans is based, consumers will buy merchandise based on the teams they support. That’s a logical path, but it’s not necessarily followed in other parts of the world.
Regular hockey fans who don’t tend to identify with a particular team will be drawn to other factors. Colors and logos play a significant role in their purchase decisions, so it pays to stand out. These are some of the most popular logos in the NHL, but will they maintain their standards, or will newer designs come along to replace them at the top?
