New AHL Team Belleville Senators Unveil Logos

The Belleville Senators, the new American Hockey League farm club of their fellow Ontarians over in Ottawa, have unveiled their official team logos for the upcoming 2017-18 season, their first since relocating north from Binghamton, NY.

Unlike their time in New York State, the logo is now heavily influenced by the NHL parent team, but unlike most relationships is more focused on the throwback side of Ottawa’s look.

By utilizing the alternate “O” logo the NHL Sens wore on their alternate jersey (and continue to wear on the shoulders of their light and dark jerseys), the Belleville Senators believe they’re paying respects both to their affiliation with Ottawa as well as the local community. The “B” not just for Belleville but also the entire Bay of Quinte region in which Belleville belongs.

“The intention for our brand is to represent both our community and our organization in the best way possible”, Matthew Heidstra, the Manager of Business Development for the Belleville Senators told SportsLogos.Net in an email. “Our ONLY goal is to satisfy our fans and we are confident we have set the groundwork to do so with this logo.”

“The logo we arrived upon took influence from many different sources”, Mr. Heidstra said when asked if Ottawa requested the similar look. “At the same time, the decision was entirely ours and does not indicate any particular directive elsewhere.”

The logo was designed internally by the staff of both the Ottawa Senators and Belleville Senators, there is no date set for the unveiling of the new uniforms however Mr. Heidstra expects that to take place closer to the start of the season.

Belleville’s debut season in the American Hockey League begins on October 6th with a nine-game road trip, the first game against another new team in the league, the Laval Rocket. The first game at home won’t be for another month when on November 1st the Sens host the Syracuse Crunch at Yardmen Arena.