St. Louis Blues Unveil New Uniforms, Updated Blue Note, and Five Logos Ahead of 2025-26 NHL Season

The latest chapter in the story of the “Blue Note” logo was written this morning, unveiled by the St. Louis Blues alongside a new home and road set, as well as five brand-new secondary and wordmark logos for the 2025-26 season.

This new version of the Blues’ primary logo features a simplified two-colour presentation, removing both white and dark blue that the Blues had been using in their logos since 1999. It also features thicker keylines in both blue and yellow, as well as a slightly altered shape, designed to perform better across digital platforms and merchandise. It is based heavily on the logos used for the Winter Classic in 2017 and 2022, which was then tweaked into the version we’re seeing today for last season’s Winter Classic in Chicago.

“Evolving one of the most iconic marks in our sport was a responsibility our brand team and equipment staff undertook with great pride over years of collaboration,” said Chris Zimmerman, Blues President and CEO of Business Operations, in the press release. “Playing in three Winter Classics gave us the opportunity to explore elements of our past that produced remarkable designs, validating the strong affinity for heritage blue becoming our primary team colour shared by our fans and players. The evolution of the Blue Note, and development of additional brand marks, provides our fans new ways to express and celebrate their support for the St. Louis Blues.”

New St. Louis Blues logo merchandise available now

The entire process began in 2021 and was developed in collaboration with RARE Design and Fanatics, with direct input from the Blues’ in-house brand and equipment teams.

The new home and road uniforms draw inspiration from the team’s original 1967-68 uniforms as well as the popular Winter Classic looks, specifically the royal blue design worn at the 2017 Winter Classic and the road cream version from 2022. The 2025–26 uniforms adopt the same overall layout for both, with the road uniform now featuring a white base instead of the previous heritage white/cream base.

A big difference between this new set and what we saw in the Winter Classics is the switch to one-colour player numbers on both the sleeves and the backs of the jerseys. The team says this was done to make the numbers easier to read, although I think I’d have liked to see them with an outline. Inside the back collar is the same red fleur-de-lis design the club has used for several years, and a new “ST LOUIS BLUES” wordmark is on the back, inside the jersey near the waist.

On the pants, we see our first of the three new secondary logos, an interlocking “STL” mark designed to resemble a treble clef. The current royal blue uniform, introduced in 1999, will remain in the team’s rotation, reclassified as an official third jersey.

“The heritage jersey reflects the rich, compelling history of the St. Louis Blues, and it is one of the most classic jerseys in the National Hockey League,” said Tom Stillman, Blues Chairman, in the press release. “The response of Blues fans to this jersey has been overwhelming, and we are pleased to share the updated versions with our supporters everywhere.”

The three new secondary logos were designed to celebrate St. Louis’ musical and cultural heritage:

The “STL,” which we already saw on the pants, blends the city’s initials with the musical identity of the team.
A fleur-de-lis, which is present on the St. Louis city flag, is incorporated into a treble clef and a musical note.
A trumpet pointed up, designed to resemble the Gateway Arch and the water of the Mississippi River.

Wordmarks and typography were also overhauled as part of the project. The team’s new primary wordmark features flowing letterforms meant to evoke the Mississippi River. An alternate illustrative version draws directly from the 1914 sheet music cover for W.C. Handy’s “St. Louis Blues.” Both designs utilize a custom-created Blues font, featuring soft curves and sharp points that are intended to reflect the balance between grace and grit in the game of hockey.

The new wordmark was based on the 1914 sheet music cover for W.C. Handy’s song of the same name

The new branding package was developed to ensure consistency across digital and physical applications, including social media, broadcast, signage, and apparel. According to the team, over 80% of surveyed fans indicated a preference for royal blue to be the club’s primary colour.

Blues fans interested in getting their hands on the new gear won’t have to wait long; new merchandise is already available online at NHLShop.com, STLAuthentics.com and in-person at the STL Authentics Team Store at Enterprise Center. The new jerseys themselves won’t be available until the fall.

St. Louis follows the Boston Bruins and Utah Mammoth as the only NHL teams to unveil new logos and uniforms so far this offseason. The Bruins unveiled their new logos yesterday; their new uniforms are expected to drop tomorrow.