JerseyWatch 2010
Monday · Dec 14 · 2009 | 8:59 AM PSTThe NHL has really started to understand the value of marketing hockey jerseys over the last few years. They know that fans like us like whatever is new (or not so much) and that even if we don't spend the money ourselves, we build the invaluable buzz needed to get others to do so.
I mention this because, not since the years before and after the lockout have we seen all 30 teams wearing the same logos and uniforms in back-to-back seasons. In a way, it's what's kept Icethetics in business (and probably the league, too). That's five straight years with at least one team getting a new logo or jersey — or both — including the upcoming 2010-11 campaign.
Now that all of this season's new sweaters are out, the aim of JerseyWatch 2010 is to keep us all on the same page as far as what's new for next year. And we begin with Howard Berger. Berger became the first to leak descriptions of all 18 third jerseys when the program was re-launched in the Age of Reebok, 2008. Now he's at it again.
According to his most recent blog post, six NHL teams will be donning new or altered uniforms in 2010 — some of which we already knew, some we didn't. He says a "league merchandizing source" is his mole. Whether it's the same person as before, who knows? But you have to admit he was pretty accurate the last time.
First, here's what Howard knows. Later in the week, I'll write up a summary of everything else we know.
The Buffalo Sabres will lose primary mark that's served them since 2006. Unaffectionately referred to as the "slug" by fans, the ambiguous logo is finally going by the wayside.
Taking its place in all likelihood will be the classic logo that's as old as the team is (seen to the left). Evidently, the current third jersey (a veiled throwback) will become the new home sweater and a white version now in the works will be worn on the road.
This has been no secret as the organization's managing partner Larry Quinn has stated on a number of occasions that this will be the case. Sabres fans may rejoice.
The only real question: Will they introduce a new third jersey? I doubt it.
Perhaps the biggest surprise from Berger's post is with regard to the Nashville Predators. While he has no details on the look, he does say the Preds will "be making a significant alteration to [their] original design."
That original design had been worn by the team since their inception in 1998 — up until the Age of Reebok. Is it too much to think something along the lines of the new third jersey could be in the cards?
Berger also mentions the change could be even more dramatic if the team is relocated. But I think he's just being dramatic.
It's no secret the New York Islanders are hoping for a return to their glory days by returning to the jerseys that won them a handful of Stanley Cups.
They'll be following the Sabres in promoting their third jersey to full-time use and adding a white version for away games. Consult the AHL's Bridgeport Sound Tigers for an idea of what that would look like. Just try to see past all the jersey advertising.
Oddly enough, while Berger doesn't have the details on this one, NYI Point Blank blogger Chris Botta does. Saturday night, he wrote a short post saying the white version is currently in the works. I have no reason not to trust him, but we haven't heard official word from the Isles on this yet.
The Philadelphia Flyers will become the third team in as many years to give their Winter Classic jersey an extended stay beginning in 2010-11.
No surprise here, but the Flyers, who this season made their orange third jersey the new home sweater, will take the white version of it, being worn this New Year's Day, to be worn on the road. This seems to be the era for throwbacks. I think the '90s killed uniform creativity. Or something.
By the way, as I read Berger's take on the Flyers, I have to wonder whether he's an actual hockey writer as he mentions the "Outdoor Classic" and misuses the term "piping." Still, he was pretty much on the money last time.
The powder blue third jersey the Pittsburgh Penguins introduced originally in the 1960s then later brought back for the inaugural Winter Classic has apparently run its course as a third jersey (after just two seasons).
This isn't news as I've mentioned it previously here on Icethetics. But now Berger is saying it too. So there's that. He also points out, as we know, that the Pens will still have a blue-infused third jersey for 2010 — it just won't be this one.
At last we've reached Berger's own team, the Toronto Maple Leafs, who are making some alterations their home and road jerseys for 2010-11. The third will remain the same.
Added to the blue and white sweaters will be the much-missed horizontal waist stripes. There was no reason to get rid of them and every reason to bring them back. Berger also says the "TML" shoulder logo, introduced in 2000, will also make a comeback. I could take it or leave it.
Coming soon to JerseyWatch 2010, the Vancouver Canucks and possibly the Ottawa Senators. I'll have a summary later in the week.
Reader Comments (58)
I don't think the full bodied JC will be selected by the Canucks management, It borders on AHL cartoon territory and is a little reminiscent of the Pens. I'm fairly certain the colours will stay the same - they are the city flag's after all. My bet would be blue stick in rink promoted to home, white stick in rink introduced and finally the big V with JC peeping out the top on what could be a fantastic looking predominantly green alternate.
My other main uniform wish is for the Avs to ditch the piping and bring back the mountain range. I loved that white uni. I cringe when I see the current EDGE jerseys and the "C" and "A" stuck over the piping.
As for the Leafs, the TML always seems to clash in terms of design with the regular primary. Unnecessary.
Interesting article though. Thanks.
Steve, I am afraid I have to disagree on the Avalanche uniforms. With the exception of the primary burgundy colour and the A-mountain crest, I always thought the Avs' original uniforms were gaudy and tacky in design. The mountain range and the unnecessary use of black makes the uniform look too cluttered. What Colorado should do is go with an-burgundy uniform including the pants and helmets. Lose the black. Have a basic burgundy, white, and blue look with traditional horizontal stripes and with a minor touch of silver. The "bigfoot" logo can still be kept on the shoulders.
Fact is, simple is more. Mountain ranges(Avalanche), wavy trimmings(NYI's Fisherman's uni), big star design(Dallas), and large Double V's(Canucks) belong in Tier II leagues.
As for the full-body JC logo, it is VERY popular here in Vancouver. It has an animated look but it doesn't look overly cartoony like the Isles' Fisherman or the Peoria Rivermen's captain at the wheel. It should have been Vancouver's identity from Day One.
One big change im hoping for is the removal of numbers on the front of the sweaters. I just think they are unessesary.
Hi Andre, I would agree on the black, hence the preference for the white pre-EDGE uni, no black on the jersey, white helmet but the shorts are still black when perhaps that muted blue would better.
As for the Canucks, I really like the way the V fills the space on this mockup.
There's no need for a triangular backdrop or... even worse, encircling a full-bodied JC with the team name in the latest PenguinsWildBluesPanthers trend. Intrigued to see what turns up next season - if anything!
If you read Berger's comment on the Leafs jersey, you would see that he did not state the 'TML' logo would return; it was the last logo to appear on the shoulder and a new, undetermined one would take its place.
"A league merchandizing source has told me that both will be returned to the Leafs’ jersey for 2010-11 – either a single or double horizontal stripe, and a shoulder patch of origin that has yet to be revealed. The club had a miniature Leafs logo as a shoulder patch from 1992-2000, then the “TML” design afterward."
Hi Chris,
Long time visitor, first time commentor.
This is rumour that's been floating around but I think it has some merit. The Canucks are supposedly going in the direction of their 1970 counterpart Sabres and using their current alternates as the main homes for next year. They are believed to be introducing a white version of that jersey for their roads. The orca logo, I hear, is going to be ditched entirely - it was a holdover from the previous owners, Orca Bay Entertainment but after the Aquilinis acquired the franchise it has been renamed Canucks Sports and Entertainment.
It's believed that with the hiring of Mike Gillis the Canucks are going to ditch whatever identity they had from the Burke/Nonis era. Tack on the fact that a lot of the merchandise at the Canucks store at GM Place featuring the orca logo is on sale, it could be a sign that they're cleaning out their inventory. Either that or the economy's bad. Either or, expect changes in Vancouver.
I agree. I am in the minority, but I like the jersey all blue. I wouldn't mind the shoulder patch coming back.
One thing I wish happened was horizontal striping applied to their pants. They used to have it although I would like the same striping on the socks but hhorizontal.
when they said leaf shoulder patch
i thought they meant blue like around the shoulders ie. habs style