The switch from orange to silver pays homage to the game's most cherished trophy, the sterling silver Stanley Cup.
NEW YORK -- The National Hockey League introduced an updated shield logo today in conjunction with the ratification of a new collective bargaining agreement.
The invigorated mark uses upward-reading letters to project a vibrant, optimistic image, yet defers to tradition by maintaining the time-honored shape of the original shield. The new logo's dominant color is silver, in homage to the most cherished trophy in sports, the sterling silver Stanley Cup.
The new NHL Shield, which was created by NHL Design Director Paul Conway, is part of a comprehensive brand identity initiative launched in 2004 by the NHL with SME, a leader in branding and design