Bruins Unveil Centennial Crest

BOSTON - The Boston Bruins unveiled today the team's new identity for the organization's Centennial 2023-24 season. The anniversary crest, developed in partnership with adidas and the National Hockey League, will be featured on the team's uniforms for the upcoming season.

The Spoked-B is the club's longest-standing brand identifier, having been featured on team uniforms for 75 of the organization's first 100 years of existence. After making its debut in 1948 as part of the team's 25th anniversary, the hub-and-spoke design became synonymous with the Boston Bruins, despite frequent style changes over the years.

In 2023-24, the modern Spoked-B will take a brief hiatus in place of a reimagined mark that was designed to unite the past with the future in celebration of the club's 100th year. The Centennial anniversary crest features vintage spokes that harken back to as far as the 1950s, as well as the current serif varsity 'B' that has been seen on Causeway since 2007. The simple spokes were made famous by the likes of two-time Stanley Cup Champion Bobby Orr and the Big Bad Bruins, and later legends of the Black & Gold, Ray Bourque and Cam Neely, while the serif 'B' was worn by the iconic teams of Zdeno Chara and Patrice Bergeron, which brought the Stanley Cup back to Boston for the first time in 39 years back in 2011.

The new anniversary crests are in addition to the team's previously introduced Centennial mark, which will serve as the primary commemorative logo of the celebration.

The Boston Bruins organization is the first U.S.-based NHL club, and third overall, to reach 100 years of play in 2023-24, following Toronto in 2017 and Montreal in 2009. Further details regarding the Boston Bruins Centennial celebration can be found at BostonBruins.com/Centennial.