The Blues didn't just shake up their roster this offseason – they gave the entire franchise a facelift. And honestly? It's gorgeous.
On June 24, the organization unveiled a stunning rebrand that takes the team back to its roots while modernizing everything for today's game. New uniforms, an updated logo, and a return to the classic color scheme that started it all back in 1967.
The Blue Note Gets a Refresh
The iconic Blue Note logo got its first major update since 1998, and the changes are subtle but significant. The new design strips things down to just two colors – that vibrant royal blue and yellow – ditching the white and dark blue elements that had been part of the look for over two decades.
The Note itself got slightly reshaped with thicker keylines that pop way better on digital platforms and merchandise. It's cleaner, bolder, and honestly just looks better whether you're seeing it on TV, your phone, or on a jersey.
"Evolving one of the most iconic marks in our sport was a responsibility our brand team and equipment staff undertook with great pride over years of collaboration," said Blues President Chris Zimmerman. Translation: they knew they couldn't mess this up, and they absolutely nailed it.
Those Winter Classic Vibes, Full Time
If you loved the jerseys the Blues wore in the 2017 and 2022 Winter Classics, you're going to love these new uniforms. The home and away jerseys are heavily inspired by those throwback designs, which themselves were callbacks to the original 1967 look.
The biggest difference from those Winter Classic jerseys? The away sweater now features traditional white instead of that cream color. Both jerseys also went with single-color numbers instead of outlined numbers – supposedly for better readability, though some fans would've preferred the outlined look.
There's also a new interlocking "STL" logo on the pants that's designed to look like a treble clef. It's a nice touch that ties into St. Louis's musical heritage without being too on-the-nose about it.
The current royal blue jersey isn't going away – it's just getting bumped to third jersey status. So fans who love that look can still rock it on select game nights.
Blue and Yellow Are Back
This is the big one: the Blues are officially ditching navy blue as their primary color and going back to the original royal blue and yellow palette from 1967. Navy blue had been the main color since 1984, but the response to those Winter Classic throwbacks was so overwhelmingly positive that the organization decided to make it permanent.
"Playing in three Winter Classics gave us the opportunity to explore elements of our past that produced remarkable designs," Zimmerman explained. The Blues ran bracket contests where fans voted on their favorite jerseys, and guess what won? The 2017 Winter Classic design. Fans made it crystal clear what they wanted, and the team listened.
The blue is brighter, more vibrant, and really makes the team stand out from other NHL clubs and St. Louis sports teams. It's energetic and bold – exactly what you want for a team trying to build on last season's momentum.
More Than Just a Logo
The rebrand also includes three new secondary logos that celebrate both the Blues and the city of St. Louis:
A fleur-de-lis/treble clef hybrid that incorporates one of the city's most iconic symbols
A treble clef-inspired "STL" mark that's already showing up everywhere
A trumpet design formed by the Gateway Arch reflecting in the Mississippi River, paying tribute to St. Louis's legendary music scene
These new marks give fans more ways to rep the team while tying everything back to what makes St. Louis special – the music, the river, the history.
Why This Matters
Look, jersey changes can be hit or miss. Some rebrands go way too far trying to be modern and lose what made the team special in the first place. Others are so conservative they feel pointless.
The Blues threaded the needle perfectly here. They honored their heritage – the colors, the original Blue Note design, the throwback jersey style that fans went crazy for – while making everything cleaner and more modern for 2025.
Blues Chairman Tom Stillman summed it up: "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. The response of Blues fans to this jersey has been overwhelming, and we are pleased to share the updated versions with our supporters everywhere."
The Merch Rush
New gear went on sale immediately at STL Authentics and online, and based on social media, fans weren't waiting around. The new look drops just as the team is trying to build on a playoff appearance and that incredible late-season run. It's perfect timing.
This is the franchise saying "we're honoring our past while charging into the future." And with Jim Montgomery behind the bench for his first full season, a retooled roster, and now these gorgeous new threads, everything feels aligned.
The Blues are bringing back the classic look for a new era. Let's hope the on-ice results match the off-ice style, because this rebrand is an absolute winner.