The St. Louis Blues have officially turned the page to a bold new chapter—one rooted in the past, energized for the future.
In a long-anticipated reveal, the Blues have introduced new primary home and away uniforms, along with a comprehensive brand evolution that fuses their storied history with a fresh, modern identity. The centerpiece? A reimagined version of the iconic Blue Note logo, now simplified and emboldened for the digital age.
Back to the Future: A Heritage-Inspired Look
The newly unveiled jerseys draw direct inspiration from the fan-favorite heritage kits worn during the 2017 and 2022 Winter Classics. The home uniform features a rich royal blue base with gold and white striping, while the away sweater flips the scheme with a clean white top. The design pays tribute to the team’s original 1967 look while adding modern touches like one-color numbers for increased legibility and a newly introduced interlocking “STL” mark on the pants.
Most notably, the current royal blue uniform worn in recent seasons will shift to third jersey status, making way for these classic styles to become the full-time primaries.
The Blue Note Reimagined
The famed Blue Note has been subtly reshaped and streamlined. Now featuring just two colors—blue and gold—it drops the beige accent found in previous versions. The new logo also introduces thicker lines for a bolder, more impactful presence both on jerseys and in digital media.
“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,” said Blues Chairman Tom Stillman. “The response from Blues fans to this jersey has been overwhelming.”
More Than a Jersey: A Full Brand Evolution
Beyond the uniforms, the Blues’ rebrand includes redesigned wordmarks, a custom font, and new secondary and tertiary logos that celebrate St. Louis’ deep musical and cultural roots.
Tertiary Marks:
- The Fleur: A stylized Fleur-de-lis combining a treble clef and notehead, nodding to the city’s French heritage and musical identity.
- Interlocking STL: A bold new symbol with a treble clef feel, connecting the Blues’ name with the city’s initials.
- River Music Logo: A fusion of the Gateway Arch and a trumpet, reflecting both St. Louis’ iconic skyline and its jazz legacy.
Typography & Wordmarks:
Custom-designed with flowing lines and sharp edges, the new Blues font blends artistry and aggression—mirroring the nature of the sport. The main wordmark is rhythm-inspired, with typography echoing W.C. Handy’s original St. Louis Blues sheet music cover.
A Fan-Focused Direction
The shift back to heritage blue and yellow wasn’t made lightly—it was driven by overwhelming fan feedback. In a 2024–25 fan bracket contest, the 2017 Winter Classic jersey was voted the most popular in franchise history.
“We knew there was a deep connection to that era,” said Blues President and CEO of Business Operations Chris Zimmerman. “Playing in three Winter Classics allowed us to test the waters—and the response confirmed what fans wanted. This is their identity as much as it is ours.”
Merchandise & Availability
New merchandise featuring the rebranded Blue Note, colors, and tertiary marks is already available at STLAuthentics.com and the STL Authentics Team Store at Enterprise Center. Fans can expect presales for the new jerseys later this fall—sign up at stlouisblues.com/email to be notified.
From concept to completion, the rebrand took nearly three years, with collaborative work from the Blues’ internal teams, Fanatics, and the design experts at RARE.
Bottom Line:
This isn’t just a jersey change—it’s a full brand statement.
The St. Louis Blues are leaning into what has always made them unique: a blend of musical identity, Midwestern pride, and hockey tradition. With this return to their roots, the team has created a fresh, timeless look that will resonate for generations.