The St. Louis Blues have officially revealed their new logos for the 2025-26 NHL season, marking a pivotal moment in the franchise’s visual identity. This rebrand is the most significant update to the iconic Blue Note in nearly three decades and is designed to honor the team’s storied past while embracing a modern, digital-first approach. The new logos are the result of a comprehensive design process that sought to balance tradition with innovation, ensuring the Blues’ brand remains both instantly recognizable and relevant for a new generation of fans.
The New Blue Note: Design Elements and Inspiration
At the heart of the 2026 rebrand is a thoroughly modernized Blue Note logo. The design team drew inspiration from the team’s original 1967-68 uniforms and the beloved Winter Classic jerseys, aiming to capture the essence of the franchise’s heritage while updating it for contemporary audiences. The new logo features a simplified, two-color scheme—blue and yellow—eliminating the beige accent that had been present in previous versions. This streamlined palette not only pays homage to the team’s roots but also enhances the logo’s visibility and impact across digital platforms and broadcast media.
New Secondary Logos and Wordmarks
In addition to the primary Blue Note, the Blues have introduced a suite of new secondary logos and wordmarks that further root the team’s identity in the cultural and historical context of St. Louis. One of the most notable additions is the interlocking “STL” mark, which cleverly resembles a treble clef—a direct nod to the city’s deep musical heritage. This design not only reinforces the team’s connection to blues music but also serves as a unique identifier that stands out among NHL franchises.
Another secondary logo features a trumpet, its bell pointed skyward, designed to evoke both the iconic Gateway Arch and the flowing waters of the Mississippi River. This element pays tribute to two of St. Louis’ most recognizable symbols: its status as a hub of American music and its geographical significance as a river city. The trumpet’s upward orientation and stylized lines echo the city’s spirit of aspiration and progress.
The new primary wordmark also draws inspiration from the Mississippi River, with flowing letterforms that suggest movement and dynamism. This typographic choice is more than just an aesthetic decision—it’s a deliberate effort to weave the city’s geography and history into the very fabric of the team’s brand.
The Evolution of the Blues Brand
- 1967-1978: The original logo featured a light blue musical note with a wing, symbolizing the city’s musical roots.
- 1978-1984: The logo was updated with a darker blue and a more prominent outline.
- 1987-1998: A yellow outline was added, increasing vibrancy and contrast.
- 1998-2007: The design was modernized with a sleeker look and a more pronounced yellow outline.
- 2008-2024: The team returned to a more traditional design, with a royal blue note and yellow outline.
- 2025-Present: The latest iteration maintains the iconic winged note but introduces a simplified, digital-friendly color scheme and refined lines
