Jets' New Look Hits the Ice
Wednesday · Sep 21 · 2011 | 11:59 AM PDT
It was 112 days from the announcement of the Atlanta Thrashers' demise to the first time its' players would suit up as Winnipeg Jets. And for a blog like this one, watching the branding process unfold before our eyes was nothing short of a rollercoaster ride.
I'm not from Winnipeg. Or Canada. Or Atlanta. So I didn't really have a stake in the team itself. I was only interested in watching the first NHL relocation (since I started the blog) play out. Once the jerseys were unveiled, I went back to looking at them the same way I look at any other team. An enemy the Lightning need to beat. Even moreso this season since they're a division rival.
But that's not the end of the story. I haven't told you what I think of the uniforms yet. And many of you have been asking. Now that they've seen their first game action, I have no reason to hold out any longer.
Blake WheelerIn a funny twist, the Jets' first pre-season opponent was the Columbus Blue Jackets. Funny, because sentiment among many readers is that Winnipeg's new sweaters are a bit of a fusion of Columbus' uniforms.
And I see what they mean. The crest is blue, red and silver. On the road jersey, blue covers the top of the sleeves from the neck line to the wrist. Just like the Jackets.
There are light blue sleeve and waist stripes wrapped in silver. Just like the Jackets' third jersey. Even the font is hauntingly reminiscent of what's on the alternate Columbus sweater — only more rounded.
But those are other people's opinions. You wanted mine. And many of you have been waiting patiently for it. So I have to get it right. Not that it has to be popular, just an honest assessment.
It's no secret I'm not a fan of the primary logo, the crest. I made that quite clear when it was unveiled. And got a lot of hassle for it, I should add.
There's a lot I dislike about it. The central element, the jet, has no distinguishing features. The jagged maple leaf it sits atop is red, making it look like the plane is exploding. And worst of all, it's set in a circle.
I understand the impulse to go with a circle when your team is named Oilers or Islanders. But Jets? It's a name that conjures so much whether you were a hockey fan in the 1980s or not. Jets! They're meant to fly freely but instead this one is locked up inside a fat blue circle. Why?
Because True North liked Winnipeg's military connection and wanted to take advantage of that. It's one thing to have a military night and give free tickets to soldiers and have the players warm up in camo-colored jerseys that are auctioned to support the people that serve their country. I'm 100% behind that.
I'm just not sure an NHL franchise should market itself (read: try to turn a profit) by capitalizing on the iconic imagery used by the people who put their lives on the line almost daily. To me, it's just wrong. I know the Jets aren't the first team to use military-inspired marks, but I'm not making comparisons here.
Whether you agree or disagree with the military theme, the fact is the design itself is quite poor. It looks like a compromise. One guy wants the roundel. Another guy wants a red maple leaf. And the other guy says, "wait, don't forget to get a jet in there too." I don't mean to harp on it, especially considering they had to rush to get this done. All I'm saying is I stand by my initial review of that logo.
Now, the uniforms. Those I like. I like the two-tone blue and silver color scheme. I like that the red is nothing more than an accent color on the crest and shoulders. It really pops that way. I like the shoulder patches and the socks. And the fact that the sleeve stripes wrap completely around the arm. I even like the new number and nameplate font. All of these things bring some much-needed originality to this club's look.
Everyone wants to call the Jets unoriginal for using dark blue, the new "in" color, apparently. Actually, the only other teams that will have dark blue home jerseys this season are the Sabres, Maple Leafs and Blue Jackets. Granted, there are five teams that have dark blue thirds. But really, the biggest color offender is red. Eleven different teams use it on their jerseys in some form. And for 10 of those 11, it is the primary color of the home jersey. Let's praise the Jets for avoiding that color and looking more like Columbus than they already do.
There are some things about the uniforms that I don't like. Just a few. I don't like that the collar tie is the same color as the jersey. No contrast there. And I don't like the wordmark on the pants. Or the wordmark at all. I don't mind them using a wordmark on the pants, but I just don't think this particular custom font works well. It doesn't feel as modern as I would've expected.
So there you have it. My view on the Jets' new uniforms. Some of you will agree, others will not.
Reader Comments (36)
Overall I think it is a start. To build a corporate identity at that scale in three months is no easy task but in that same breath I consider three months more than enough to create something quality. The uniforms themselves are a good starting point but hopefully within the next year or two they will adjust the points that need to be addressed. Not sure what they need but they need something to set them apart from the other teams they are being compared to.
The logo definitely needs to be redone. Too many competing elements, would serve better as a shoulder patch instead of the main logo that represents the brand. The wordmark appears a little cartoony.
Glad to know I'm not the only one that thinks red is the biggest color offender in the league. Haha. New Jets jerseys are ok, don't really love or hate them.
It's as simple as comparing pictures of these unis to the Jets unis of old. I still think TNSE missed the mark on a true iconic look, but hey, at least they're easier on the eyes than the Thrashers' set. I'd at least like to see an alternate that pays homage to the RCAF Flyers unis. Now those look unique while still retaining a classic finish! Like Chris said, this is probably just the outcome of a rushed rebranding and now they have to stick with it. They compromised with a circle logo, bland color scheme, and odd striping pattern. The modern Jets look is just extremely blah to me, but I guess I'll jump on the bandwagon and say that what matters is that they're back.
Thank God I'm a Hawks fan.
Does Winnipeg even have a real Military connection? I mean, more than any other city in Canada?
I love the light blue on the jerseys. Makes them look less like all the other navy blue jerseys in the NHL. They look sharp.
Not sure I totally agree with the dislike of the military connection but I see where you're coming from, especially after noticing that the out-of-place maple leaf looks horrifyingly like an explosion around the plane, and overall I don't like the logo either. Maybe I get spoiled by the excellent concepts posted on this site, (one with a classic loopy "Jets" wordmark drawn by the smoke of a plane comes to mind) but it looks like a step back from not only the new jerseys from this year, but also their old iconic Jets gear.
It's disappointing but clean and not a catastrophe so with the time they had this must be what they thought was best for the people of Winnipeg. If they love it, which it seems they do, then good for them! I'm happy with the Wild set that I get to watch every game...
Good review! Especially the part about the jersey colours... I 100% agree that red, white, and blue (red in particular) is WAYY over done in ALL of sports. The two tone blue is still a lot more unique. I disagree about the logo, except for your point about the Jet being locked up in a circle (that is actually a pretty solid argument from a design point of view). But even the old logo was in a circle, so it doesn't stray too far away from what was already done once before. I don't think it is the best logo in the league at all, but I certainly wouldn't say it's the weakest either, so I can deal.
I probably like the white jersey more than the "Polar Night Blue" home because the arm stripes are interesting and unlike anything else done currently in the NHL. I feel like many people have given the designs a bad wrap (I think many people expected too much). But that's not to say it couldn't have been a little better, either. Like you, the only thing I really don't like is the wordmark... I wish it wasn't used on the helmets and was ONLY on the pants.
I think it will just come down to people needing time to get used to the new looks, develop some attatchment to them (much like Tampa and their new threads) and accept the fact that this is not the Jets from yesteryear. It's a completely seperate entity, and bears zero connection with the old team (short of the name "Jets").
Obviously the new logos are going to come off a little cold, and soulless at first... None of us have had the time to gain any real fond memories yet, or create that bond. But I feel that will come sooner rather than later for the main majority of the populous. I mean, it's not as if it's a "Buffaslug" or an "Orca" or "Wildwing" or a brand of fishsticks... So as I always say "It could be worse".
But anyways, solid review Chris! I agree with you 90%
Bang on Dude! Thanks for having enough cojones to be a (rare) dissenting voice on this topic. I also haven't drunk the kool-aid.
I love the jerseys. Home and away. I love the logo, but it leaves something to be desired. I also think it shouldn't be in a circle. It makes it feel like its enclosed.
I thank you for your comments mostly because they agree with mine, hahaha! I have to say i am disappointed in the logo as it's far more suited to a shoulder patch than a primary jersey logo. I also don't like the fact that there is a Canadian leaf in the jersey....it's like seeing an American flag in a US sports team's jersey...it just doesn't fit? Like the colors and lines, it's clean and traditional yet is up to date. Again, push for a new primary logo that has a bit more flair and they have a winner!
I'm so glad you mentioned the unfortunate exploding plane visual. That was one of the first things that caught my eye when this logo was released, and was wondering if anyone else had picked up on it.
I love the Jets logo and jerseys. For the third, I'm hoping for a powder blue RCAF Flyers style jersey. Then they would be one of the best looking teams in the NHL.
To clarify, there was no "I want both the roundel, AND a maple leaf!" The Canadian roundel includes the maple leaf.
I don't like the logo and don't really care for the unis overall. Too much of a military theme. It really, really looks like a Air Force commemorative jersey.
"the only other teams that will have dark blue home jerseys this season are the Sabres and Blue Jackets." Really? The Maple Leafs don't wear dark blue at home?
Very glad to see the 'Peg back in the league. Something was missing without them.
I think it is a solid look. I don't mind the wrapping sleeve stripes, since they mesh so well with the same pattern on the socks. So far I prefer the white jerseys, due to the long sleeve stripe that is lacking on the dark blue jerseys, which look a little plain to me.
I'd like to see them break out the 1990s Selanne-era jerseys for thirds next season.
I like them better than Thrashers for sure. As long as the jersey isn't super ugly I will get use to it, and I like the military theme. I rank these jerseys better than Panthers, Avs third, Blue Jackets, Stars, and Preds for sure I hate those ugly yellow ones.
FloridaLeaf: Good catch. I am dumb. Thanks.
Honestly, they look like a road/construction crew's winter classic uniforms.
When I saw them on the ice for the first time last night, I felt a broken connection between the old Jets and the new Jets. I think it's because they went with an entirely different look, and for some odd reason it didn't feel like it was the Winnipeg Jets out there last night; it felt like a strange, distant hockey club that no one, not even Winnipeg has a connection to.
If they had done the right thing and have them play their first game in vintage 1990s Winnipeg Jets sweaters, then the connection would be there with all the older fans; it would seem like the broken link was fixed and the Jets are back the same way they left.
But they seemed like a stranger, playing hockey in Winnipeg.
They have to bring out the old retro sweaters at some point, make it their 3rd alternates or something. It will improve the continuity of this team and bridge the gap from 1996 to 2011. Should be for their first regular season game but that's not gonna happen. Even if it was just for the 1st game.
We'll get used to it for sure, but they could have capitalized on this emotional thought.
As for the new sweaters- 50/50. They're quite bland to be honest. I'm not feeling "Winnipeg Jets" here; I'm just seeing some new team on the ice with average sweaters we never seen before.
Oh well.
Well, I like the logo and the message in there and decoding that but I admit it looked smaller on the jersey than I thought it would, so there may be something to what you say on that.
I would prefer a Red Jet in the shape of a Leaf of some sort, that would work for me.
The rest of the jersey really works, it has a real clean, cool feel. I like both blue color choices and the sleeve wrap arounds are my favorite.
I like the jersey, but I wish that the logo was a bit larger. To me, it looks...tiny when set on the white and dark blue. As I said before, I hope they use a silver third some time.
Serious? The Leafs wear dark blue at home but the Lightning don't? Aaaand the Islanders don't?
Kris: I was really hoping for the powder blue as well! Dark blue shoulder patches and striping would have been awesome! Maybe they thought the powder blue was too Thrasher-esque.
I have to say I like both the logo and the jersey! The logo honours the RCAF and proud fighting heritage.
Also, they're going to look great on the ice!
Good article, Chris. Very well summed up. Agreed with every point. Nice work!
Good things the Rangers don't wear blue as a primary... oh wait...
So teams with a primary Blue home jersey (10):
- Leafs
- Rangers
- Isles
- Sabres
- Blue Jackets
- Oilers
- Blues (wouldn't make sense in any other colour really!)
- Lightning
- Canucks
- Jets
Teams with a primary Red Home jersey (10):
- Flames
- Hurricanes
- Black Hawks
- Red Wings (similar to the Blues... wouldn't make sense in another colour!)
- Panthers
- Wild
- Canadiens
- Devils
- Senators
- Capitals
Teams with a primary Burgundy (kinda red) jersey (2):
- Avalanche
- Coyotes
Teams witha a primary Black (blah...) home jersey (5):
- Ducks
- Bruins
- Stars
- Kings
- Penguins
Teams with a Orange Primary Home Jersey (1):
- Flyers
Teams with a Yellow Home Jersy (1):
- Predators
Teams with a TEAL Home Jersey (1):
- Sharks
So... I would say that BOTH RED and BLUE are heavily used in the league... and that the only truly unique teams are Nashville, Philly, San Jose, and perhaps the Avs and Coyotes.
Hey Jonesy- Those teams you mention don't wear DARK blue...they wear just regular blue. Dark blue (or Navy) is what the Jets wear. Look at the colors side by side, they are not the same.
I still hate the logo, but seeing it one the ice I think I've changed my mind on the white uniform. Looking at the whole thing it's well balanced and I actually like it. The darks are still a disappointment, however.
one other thing...
...were those not their road sweaters they were wearing? I thought those white sweaters were supposed to be their roads????
@Hook- Why should there be a connection to the old 96 Jets? That team and organization is still in Phoenix. This is an entirely new team and it bears zero link to the team of old, short of its name. And speaking of the name. TNSE's first choice wasn't even Jets... They wanted to stick with "Moose". The only reason it's Jets is because of large demand and public outcry. And because Chipman and the guys at TNSE are not total jerks, they gave in and went with the team name "Jets" since the name obviously means so much to the city and province. True North wanted to make their mark on the NHL and Manitoba hockey history with a complete re-brand, and this was what we got. And I've got to say, I like it.
But obviously there are feelings of distance and no connection, because (wait for it)... There is none! Fans will have to learn to love again, and trust that this team can win people over just like the old one did. It's going to be a period of transition, and accepting to grow with the "new kid in town" for many. But I really do believe those feelings of "connection" and "attachment" will come sooner rather than later.
There are entire generations now that had never even got to see a Winnipeg Jets team play until Tuesday night. It will likely be THEM who will truly help carry out the NHL tradition in Winnipeg now. The new, enthusiastic youth will probably be the first wave of people to really truly adopt this new team into their hearts... The more mature fans, that still hold on tight to the Jets of past, will likely need to go through different sorts of emotions before they can ever really accept the new identity and embrace it as "their team". But if you just keep an open mind, and just let it all sink in, you'll probably be find yourself feeling proud of this new organization in time.
But I do think a retro 3rd jersey will come. I really feel that True North is trying to appease the masses as much as they can, while holding onto their vision as well.
I'm a fan of the home jersey. The light blue stripe on the away jersey sleeve just doesn't fit. Maybe it because it wraps around both a blue and white sleeve...almost seemed like someone taped their elbow. They're not horrible...I think that is the only real distracting element. As a veteran, I love free hockey tickets and don't mind anyone using something "military related' in their logo. I feel no extra love for them because they use it, but it's not completely terrible. Maybe a Canadian might feel differently. I guess my question is this...what sort of logo should a team called the Jets use to properly portray their mascot? A Star Trek Triangle? No idea, but maybe someone here could come up with some good suggestions.
well, the new generation of Jets fans know nothing of the old Jets, fair enough. So, they could have pleased both old fans and young fans by using the retro sweater- the old fans would like it because it would bridge the gap, and the new fans would like it because well, it's all new to them anyways!!! Using a total re-brand will appeal to the young fans, but leave some of the older ones in the dark. So it's a win-win for using the retros, but a win-loss for using the new ones. Why not go win-win?
Either way at the end of the day it isn't the end of the world lol, it's just a hockey sweater and it will evolve like all the others.
I'm just willing to bet that some of the 30-something fans felt some kind of void on opening night when it came to the Jets' on-ice appearance. But overall the whole country was happy that Winnipeg is back, including me.
When they do infact bring out the retro sweater, I'll be a happy camper :)
Well, the whole of the uniform looks pretty decent, even if the logo is bland. There is still something about this that says "we are an also-ran team" to me, rather than "DAMN IT LOOK AT US WE HAVE AN IDENTITY AND WE ARE AWESOME". That is another thing they have in common with Columbus. And the old Jets. Yes the old Jets. There I said it. The old Jets looked like a minor league team.
I think "bland" can sometimes be good. Some of the most iconic symbols on earth are very simple. Examples would be: Toronto Maple Leafs or the Habs in hockey, the "NY" of the Yankees, the star of the Dallas Cowboys, the golden arches of McDonalds, the Nike swoosh, the Olympic rings, Disney, Apple, Pepsi, just about any car companies emblem, etc.
I think that logo needs to have the words "Winnipeg Jets" inside the circle. It would be perfect too, because one of the "N's" in Winnipeg would match up perfectly to where the compass direction is pointing North. I mean, if you are gaining a team back after 16 years why would you relegate the city's name to the shoulder logo. I should be front and center on the jersey's crest.
@Alex. There is the F-Wing military base in Winnipeg, plus the aviation museum and Boeing. Plus Winnipeg is a long-standing aeronautics parts, supply and building hub.