Trademark Filings Reveal Name, Logo for New QMJHL Team in St. John’s, Newfoundland

Like other teams that came before them in the city, the new Quebec Maritime Junior Hockey League team in St. John’s, Newfoundland and Labrador, will once again leaning heavily on the province’s military history — if trademarks filed this week are any indication.

The team — which is relocating from Bathurst, New Brunswick, in time for the 2025-26 QMJHL season — filed for trademarks with the Canadian Intellectual Property Office earlier this week, which were spotted and first posted to Reddit on Wednesday, January 22. They were confirmed by our favourite eagle-eyed CIPO reporter, Ben Lypka, on his Twitter account later that same day.

The filings indicate the team will be called the Newfoundland Regiment. The primary logo will be consists of a caribou head with large, shaded antlers atop a navy blue shield with a deep red outline and crown in the middle. Underneath the shield is a ribbon with “NEWFOUNDLAND” written out in a white block font.

Courtesy Canadian Intellectual Property Office

The team appears to be named after the Royal Newfoundland Regiment, which has been a unit of the Canadian Armed Forces since Newfoundland joined Confederation in 1949 but can trace its roots back to 1795. Regiment soldiers fought valiantly in both World Wars, earning battle honours for several campaigns in the First World War. Today, it’s classified as a Primary Reserve infantry regiment.

Like the new QMJHL team’s logo, the Royal Newfoundland Regiment’s badge prominently features a caribou.

Courtesy Wikipedia

The trademark filings also included a black-and-white version of the primary logo, along with two wordmarks: one with “NEWFOUNDLAND” spelled out and another using the province’s postal abbreviation, “NL”. Only one-colour black versions of the versions were available through the CIPO.

Courtesy Canadian Intellectual Property Office

This isn’t the first time in recent history a St. John’s team has drawn inspiration from the Royal Newfoundland Regiment. The Newfoundland Growlers, who played in the ECHL from 2018 to 2024, based their logo on the regiment’s canine mascot, Sable Chief.

The Regiment will play their games in the 6,300-seat Mary Brown’s Centre. When the sale and relocation of the Acadie-Bathurst Titan was announced, the QMJHL said on their website that an official press conference would be held sometime in January.