For over a century, the Boston Bruins have stood for more than just hockey.

We’ve stood for a way of doing things: harder, tougher, louder, and more loyal than anywhere else. And our brand tag showcased that loyalty to the city that made us.

But after a century of making history, it’s time to shift the focus while still remaining true to our roots. “Boston’s Team Since 1924” told the world where we came from. Now, it’s time to tell them what we’re made of.

Built by Boston. Powered by Tradition.

This isn’t just a platform or a tagline. It’s a truth.

It keeps the city — our people, our toughness, our voice — at the center. It takes our history, our tradition, our heritage and turns it into forward-looking fuel, not a museum piece.

It reframes legacy not as something to rest on — but something to live up to. It’s more than an evolution of the brand. It’s a recommitment — to the players who embody it, the fans who carry it, and the city that forged it.

Bruins Hockey Built by Boston. Powered by Tradition.