We're now halfway through the long, drawn-out process of the Winnipeg Jets makeover.
The name was unveiled when they made their first pick at the NHL draft last month and as we wait to see what the jerseys will look like, True North Sports and Entertainment revealed the Jets' logos on Friday:
The design for the new logo, which was developed in partnership with Reebok and the NHL, was inspired by the logo of the Royal Canadian Air Force.
"True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity," said Mark Chipman, Chairman & Governor of True North Sports & Entertainment. "We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to our country's remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces."
"We have always had a close relationship with 17 Wing throughout the years, dating back to our annual Manitoba Moose Military Night," said Dorian Morphy, Senior Director, Marketing & Brand Management of True North Sports & Entertainment. "We are thrilled to be able to continue this relationship in a significant way. The design cues for the plane were inspired by the military jets flown by the Air Force over the years. So not only were we able to establish a new identity for our brand, but we were able to maintain a traditional, time honoured look to the logo."
A leak of the primary logo made its way onto the Interwebs Friday afternoon, which might have been why True North decided to get these out late in the day at the end of the week instead of having a formal press conference unveiling.
Gear is already available for purchase at the Jets' team store, but fans will have to wait a little bit longer to see what the jerseys will look like. True North said they will revealed at a later date.
We like the main logo and the military-inspired secondary logo. They're different and lead us to believe the jersey color scheme will stand out a bit from others around the NHL. But the "Winnipeg Jets" secondary word logo we could do without and would rather just use the other one for both shoulder patches.
What say you?
Pass or Fail: The new logo of the Winnipeg Jets