Some teams wouldn’t dream of touching a historic mark—a star on an NFL helmet, wings on an NHL sweater or interlocking letters on a MLB cap—but for franchises without the obvious link to historic success, they must build that emotional tie one of two ways: modernize the look of a nostalgia-based era or build an entirely new brand identity showcasing the future.

-Tim Newcomb of Keeping Score at Time. Although it is all sports, more NHL teams are mentioned in this look at branding a team.

Who knows, maybe it will take your mind off of all the CBA talk.