True North Sports & Entertainment unveiled the primary and secondary logos for the Winnipeg Jets Hockey Club on Friday afternoon. The Jets will begin play in the NHL this coming season.
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 (Canada's) remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces."
True North Sports & Entertainment was also grateful to the Department of National Defense for their assistance in the process.
"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 honored look to the logo."
The Jets will unveil their uniforms in September. During their first stint in Winnipeg, the logo had three different looks. Rather than revert to one of the three, ownership opted for a fresh start.
"Unlike the Habs or the Red Wings or the Blackhawks, we didn't have just one logo that may have been more logical to go back to," Chipman told the Winnipeg Free Press on Friday night. "We thought we had the freedom to try something new, but also make it very meaningful to the community."
The Jets will play their first regular-season game on Oct. 9 against the Montreal Canadiens at the MTS Centre.