Fear This: Admirals Evolve, Unveil New Logos and Uniforms

Admirals Unveil New Logo

The Milwaukee Admirals have unveiled a new set of team logos and uniforms for the upcoming 2015-16 American Hockey League season during a fan event held earlier tonight.

A loud applause could be heard from the crowd as the new logo first flashed on the video scoreboard at the BMO Harris Bradley Center in Downtown Milwaukee following a look back at the history of the logos and uniforms of the franchise quickly approaching its fortieth year of minor league hockey.


Gone is the cartoonish skull which the team switched to during their most recent brand overhaul in 2006. In its place is a bold new mark featuring a much more serious skeleton wearing a hat (based on the old 1970s Admirals logo) with the team name across it all above a single silver star.

New Milwaukee Admirals logo

A new alternate logo was also unveiled featuring skeleton bones to form an interlocked “M” “A” mark with a hockey stick shooting through it, this will be placed as a patch on the shoulders of the new home and road jerseys.

Screen Shot 2015-07-15 at 19.43.45


As is the custom still in the AHL, white will be worn at home while the road uniform colour shifts from black to navy blue. “Lake Michigan Blue” remains as the secondary colour. The jersey logo is a partial version of the primary showing only the head of the admiral.

New home and road Admirals uniforms
New home and road Admirals uniforms
Old alternate remains, slightly re-coloured
Old alternate remains, slightly re-coloured as black becomes navy blue

While only the jersey was unveiled during the actual event, the team did post further renderings of the uniform giving us our first look at the socks which will accompany this new sweater:

Admirals New Home Uniform Admirals New Road Uniform

Yup, vertical lines on the socks. That’s unfortunate. Either way, it’s still a strong set overall.

The logos were designed by Dan Simon out of Kentucky’s Studio Simon whose previous work includes Super Bowls XXXVI and XXXVII, the Toledo Mud Hens, and (one of my favourites) the Cedar Rapids Kernals.

Milwaukee Admirals New Logo and Uniform