**The Blue Note isn’t disappearing anytime soon, but it’s definitely getting a refreshing facelift.**
On Tuesday, the St. Louis Blues revealed an **exciting new chapter** in their branding journey featuring upgraded uniforms, an evolved crest, and a vibrant color palette—all designed to resonate with fans both old and new.
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The inspiration for this transformation traces back to the **2017 Winter Classic at Busch Stadium**, where the team debuted eye-catching retro blue-and-yellow jerseys reminiscent of their inaugural 1967-68 season. That nostalgic aesthetic struck a chord not just with players and alumni, but with fans throughout St. Louis, solidifying its status as a favorite for Saturday home games.
“The response from fans when we unveiled those jerseys was nothing short of incredible,” says **Steve Chapman**, the Blues’ executive vice president and chief revenue and marketing officer. “Even legends like Brett Hull praised them as the prettiest sweaters he’d ever seen.”
Now, the beloved look is here to stay, marking a new era in the team’s brand history. Here are the **key elements** of the Blues’ **brand evolution**:
### **The Blue Note: A Timeless Symbol Reinvented**
The Blue Note, one of the NHL’s most recognizable logos, made its debut in the **1997-98 season** on an alternate white jersey. However, after a remarkable 27-year run, it was due for a change. The goal? To simplify its reproduction across marketing channels while paying homage to the franchise’s storied past.
The revamped crest reduces its color palette from three to two, eliminating the beige outline from the Heritage version. The **bolder blue and yellow accents** make the logo stand out, while a subtle reshaping of the Note breathes fresh life into this iconic design.
“We hold our logo dear to our hearts,” asserts **Chris Zimmerman**, the Blues’ president and CEO of business operations. “Our goal was to **modernize while preserving its essence**; we’re not just changing for the sake of it; we’re refining one of the strongest marks in the sport.”
In addition to the logo, new wordmarks and fonts draw inspiration from **W.C. Handy’s 1914 St. Louis Blues sheet music cover**, along with charming tertiary marks that will adorn uniforms and branding materials:
#### **Tertiary Marks: Adding Flare to the Brand**
– **Fleur**: A design inspired by the Fleur-de-lis from the city flag, merged with a treble clef and note head.
– **STL**: Resembling interlocking letters found throughout St. Louis, this secondary logo will make its debut on the right pant legs of the new uniforms next season.
– **River Music**: A tribute to the historic music scene, the Mississippi River, and the iconic Gateway Arch.
“We went through countless iterations to perfect these designs, specifically focusing on the STL mark,” notes **Brenda Wilbur**, vice president of brand, retail, and creative services for the Blues.
### **Revamped Jerseys: A Stylish Return to Heritage**
The new home jerseys are a nod to the popular Heritage designs that dominated Saturday home games recently. What’s different this time? Numbers have been simplified for better readability, and piping on the pant legs has been removed.
“This design gives a **cleaner and bolder look**,” remarks Wilbur. “I experimented with various mockups, and this stands out beautifully.”
Meanwhile, the road uniforms take cues from last year’s **Winter Classic** but come in crisp white rather than cream. **Defenseman Colton Parayko**, a big fan of these updates, joined the buzz during recent photoshoots.
“Players have responded positively to these new looks throughout the Winter Classic experience and our Saturday games,” shares Zimmerman. “This positive feedback is crucial.”
The team will continue to sport alternate uniforms as well. The classic royal blue jersey, cherished by fans for over two decades, will serve as the Blues’ official third jersey, while a selection of 1990s-inspired blue and red jerseys will also grace the ice on special occasions.
“Everything was meticulously thought out for our fan base,” explains Chapman about the decision to maintain the royal blue jersey. “It’s iconic! The challenge lies in determining how to evolve this classic while still retaining its essence.”
While the new jerseys won’t be available for retail until early September, fans can **explore new apparel** featuring updated colors and logos at the [STL Authentics team store](https://www.stlauthentics.com/) in Enterprise Center and online.
“This is another step in our journey to deepen our connection to our heritage, all while presenting it in **compelling new ways**,” concludes Zimmerman. “The ongoing challenge lies in how we keep it fresh while honoring who we are.”
