Kukla's Korner

Kukla's Korner Hockey

The New Jets Logo - Winnipeg’s Summer Chic

Late Friday is typically when bad news is released, in hopes that it won’t have much traction over the weekend and will be forgotten/out of the news cycle by Monday. So I was initially surprised when it was announced that the Winnipeg Jets logo would be revealed at 4 p.m. CST last Friday. It made a lot more sense when I found out the logo was supposed to be released yesterday, but a grainy cell phone pic of the logo on a t-shirt started making the rounds on the Internet on Friday afternoon. True North decided to take control of the matter, and quickly rolled out the logo later that day. Winnipeggers responded by standing in line to hand over as much money as possible for as many Jets hats and shirts as they could carry. 

I thought about firing off a blog the same day (or Saturday) with my reaction to the primary and secondary logos as well as the wordmark, but decided to let it all sink in for a bit instead. I picked up a hat and shirt on Saturday morning from a local sports shop (not the Jets Gear store in the MTS Centre, which had lineups out the door pretty much all weekend), and seeing the logo on an actual piece of clothing changed my opinion - at least on the primary logo.

By now every dog and his/her brother have weighed in on the logo. Graphic design blog Brand New doesn’t think much of the logo from a design standpoint, while others feel the logo is “being used to sell war machines.” Uh-huh. Well, everyone’s got an opinion, and while there are other negative thoughts on the new-look Jets, the reaction here in Winnipeg has been mostly positive.

I’ll keep my thoughts on the logos short but sweet: the secondary logo (top right) is fantastic - I was hoping they’d have merch with that logo on it, but so far no dice. The wordmark (bottom right) logo stinks. There’s absolutely no flow or energy to the word “Jets” in the wordmark, and the connections between the letters is messy. The big maple leaf is a bit much too - yes, we get it, the team is Canadian.

Now, the primary logo. First off, it looks really good on the navy blue hat I bought - the silver circle outside the blue roundel and the jet are raised, which makes the whole thing look pretty sharp. It looks decent on the shirt as well - the edges of the jet don’t pop from the strangely stylized maple leaf (squished by the jet?), which makes things look a little more jumbled. The logo actually looks the worst in digital format - the differences in the logo’s appearance based on actual merchandise makes me think that a sharp jersey design could really take the Jets logo to the next level.

So yeah, I wasn’t completely sold on the primary logo out of the gate, but I’ve ome around to it. According to Mark Chipman, there won’t be a third jersey this year - it’ll be interesting if public opinion for a throwback jersey will mount and sway True North into bringing back the ‘80s logo as the third. Regardless, the logos are out there, merchandise is selling like crazy in Winnipeg, and sporting the new gear is one more way for hockey fans in this city to get through the summer while waiting anxiously for the puck to drop at the MTS Centre this fall.

And now I have no excuse for not having a banner graphic for this here blog space…


More Jets news:

- The team agreed to terms with centre Ivan Telegin. The 19 year-old Russian has played with the OHL’s Saginaw Spirit for the last two years, with 105 points (46 goals, 59 assists) in 110 games. Terms weren’t disclosed. Tough to say if Telegin will make the team at this point. He’s a bit young still and could probably use at least a season in the AHL.

- Congratulations to former Winnipeg Jet (version 1.0) Kris Draper on a long and successful career. Draper only played a handful of games with the Jets, spending most of his career with the Detroit Red Wings (who picked him up for one measly dollar). Of the original Jets team, only Nikolai Khabibulin, Teemu Selanne, and Shane Doan are still playing in the NHL.


Filed in: NHL Teams, Winnipeg Jets, Ben MacPhee-Sigurdson, | KK Hockey | Permalink
  Tags: logo


Buck's avatar

I like the logo… but then I would, bein’ retired (US) Air Force.  Hell, I might even buy a Jets hat just because of the logo.  It’s pretty danged cool.

Posted by Buck from The High Plains of New Mexico on 07/26/11 at 06:32 PM ET

KelseyAnn's avatar

My favorite of the three is the secondary logo (top right). It took me a minute to warm up to the logos as well, and I feel that seeing it on a jersey would certainly help

Posted by KelseyAnn from Ahwatukee, Arizona on 07/26/11 at 07:27 PM ET


Evidently I’m in the minority based on what I’ve read…because I like all three logos. My only gripe would be too much maple leaf. It really doesn’t need to be include on all of their logos.

Posted by godblender on 07/26/11 at 09:01 PM ET


I still like these, though.

Posted by godblender on 07/26/11 at 09:07 PM ET

Chris from NOHS's avatar

I love jersey there godblender, but hate that logo.

Posted by Chris from NOHS from Denver CO on 07/26/11 at 09:18 PM ET


Great Logo.  I never thought they would come up with one as good as the original.  This one is actually better.  Thumbs up.!

Posted by 13 user names on 07/27/11 at 12:35 AM ET

Primis's avatar

After the initial reaction…. I still dislike the logos.  I don’t hate them, but they’re just not good hockey logos.  The main logo isn’t a bad logo… just a bad HOCKEY logo.  Needed more pop with the understated color scheme.

The secondary logo everyone seems to like (combined with the color scheme) reminds me way, way too much of the Grand Rapids Griffins logo and uniforms.

I also agree the “needing-to-include-a-maple-leaf-logo-on-everything” trend is one that needs to die, quickly.  There is already a team called the Maple Leafs in the league that use the leaf as their logo.

Posted by Primis on 07/27/11 at 12:45 AM ET

Add a Comment

Please limit embedded image or media size to 575 pixels wide.

Add your own avatar by joining Kukla's Korner, or logging in and uploading one in your member control panel.

Captchas bug you? Join KK or log in and you won't have to bother.


Notify me of follow-up comments?


Most Recent Blog Posts

About Kukla's Korner Hockey

Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

From breaking news to in-depth stories around the league, KK Hockey is updated with fresh stories all day long and will bring you the latest news as quickly as possible.

Email Paul anytime at pk@kuklaskorner.com