Beyond the Centurion: Adopting the Heritage Designs as Ottawa's Primary Jerseys
Last month the Senators released new uniforms for the Heritage Classic in March. The heritage white jerseys are an inversion of the successful black heritage jerseys first unveiled in 2011. The two jerseys represent a significant departure from the team's tradition iconography - the centurion. Now that the organization has a set of 'O' jerseys many fans would like to the heritage designs become the permanent home and away jerseys.
But NHL teams aren't known for creativity. Generally, teams don't move away from established iconography without an important external factor such as relocation or a name change.
So what changes have teams made?
Original Six
| TEAM | PRIMARY LOGO | ALTERNATE LOGO |
| Boston Bruins | 1924-1932: logo consists of team name and bruin 1932-1948: 'B' logo 1948-present: 'B' in spoked-wheel | 1955-1995: 'B' in spoked-wheel; colours inverse of primary logo 1976-2007: Bruin head 2007-present: team name and bruin |
| Chicago Blackhawks | 1926-1937: warrior head encircled by word mark, primarily black and white 1937-1964: warrior head encircled by work mark, multi-coloured 1964-present: warrior head, multi-coloured | 1956-1964: warrior head, multi-coloured 1964-present: 'C' an crossed tomahawks |
| Detroit Red Wings | 1932-preset: winged-wheel (slight size modifications 1934 & 1948) | 1948-present: winged-wheel, inverted colours and outlined 2008-2009: stylized 'D' for Winter Classic |
| Montreal Canadiens | 1909-1910: blue 'C' 1910-1911: Old English 'C' on blue maple leaf 1911-1912: blue 'CAC' on white maple leaf outlined in red 1912-1917: 'CA' logo 1917-present: 'CH' logo (slight size and colour modifications 1919, 1922, 1925, 1935, 1947, 1955) | 1912-1917: 'CA' 1924-1925: globe 1935-1947: 'CH' logo 2008-2010: three heritage logos, part of team's centennial celebrations |
| New York Rangers | 1926-present: shield with team name (slight size modifications 1935, 1947, 1953, 1968, 1978) | 1996-2007: stylized shield, silver outline 1996-2007: shield with 'NYR' and Statue of Liberty head 2011-2012: stylized 'vintage' shield for Winter Classic |
| Toronto Maple Leafs | 1926-1927: multi-point green maple leaf with team name 1927-1938: same as above, but leaf is blue 1938-1963: 34-point maple leaf, team name 1963-1967:34-point maple leaf, outline, with team name 1967-1970: 11-point maple leaf, team name 1970-present: modern 11-point maple leaf, team name (slight modifications in 1982) | 1927-present: inverted primary maple leaf logo (following style changes of primary logo) 1982-1992: modern 11-point maple leaf, no team name 1992-2000: stylized maple leaf, based on 34-point logo from 1960s, no team name 2000-2007: 'TLM', white, blue, and silver 2010-present: 34-point logo, no team name |
So basically nothing's changed. Slight logo and uniform tweaks, slight colour changes for the Blackhawks and Bruins. These teams got it right a long time ago and stuck with their designs.
1967 Expansion Teams
| TEAM | PRIMARY LOGO | ALTERNATE LOGO | COLOURS |
| (became Oakland Seals 1967-1970; California Golden Seals 1970-1976; Cleveland Barons 1976-1978) | 1967-1968: 'C' and stylized seal 1967-1970:stylized seal on circle 1970-1974: 'C' and stylized seal 1974-1976: "Seals" wordmark 1976-1978: 'C' with team name; state of Ohio icon with Old English 'B' in the middle of 'C' | 1967-1968: Seals logo in black and green 1969-1970: Seals logo (black, gold, green) inside a second circle (white, with team name) | 1967-1970: royal blue, kelly green, and white 1970-1974: kelly green, gold, an white 1974-1976: teal, gold, and white 1976-1978: red, black, and white |
| Los Angeles Kings | 1967-1975: purple and gold crown on white shield, with team name, "KINGS" clearly visible 1975-1988: small purple and gold crown on small white shield, with team name, italicized "KINGS" most prominent 1988-1998:9-point silver shield, small crown, team name, italicized "KINGS" most prominent 1998-2002: purple, silver, black shield, with "LA Kings", and small silver lion, silver crown, and silver sticks 2002-2011: large crown, silver, purple, and white, with black outline 2011-present: shield, primarily black, with "LA" and small silver crown
| 1967-1975: same as primary logo, except "Los Angeles" has moved outside shield 1967-1988: white crown, gold background, purple outline 1967-1988: white crown, purple background, gold outline 1967-1975: same as primary, minus "Los Angeles" 2002-2011: primary logo from 1998-2002 2011-present: crown, silver, white, black | 1967-1988: purple and gold 1988-1998: black, silver, white 1998-present: black, white, purple, silver, (gold in alternates only)
|
| Minnesota North Stars (1967-1993) (became Dallas Stars, 1993-present) | 1967-1974: green 'N' with star, on white circle with green border 1974-1981: green 'N' with star, team name 1981-1991: green 'N' with star, black outline 1991-1993: green, black, gold star incorporating word "Stars" 1993-2013: green, black, gold star incorporating word "Stars" (slight modifications in 1994 and 1999) 2013-2014: silver 'D' on silver star, black and green outline | 1988-1991: white 'N' with star, 1990-1991: yellow, white, green star, incorporating word "stars" 1993-2007: white Texas map, with star and 'D', outlined in black and green 1999-2013: green Texas map, with star and 'D', outlined in white and black 2003-2006: green and black bull head, also resembles uterus and constellation 2013-2014: green and black Texas map, outlined in silver with silver 'D' and silver star
| 1967-1981: green, yellow, white 1981-1991: green, white, yellow, black 1991-1993: white, black, green, gold 1993-2013: black, gold, green, white 2013-2014: emerald green, white, black, silver |
| Philadelphia Flyers 1967-present | 1967-present: winged 'P', black, with orange and white highlights | 1982-present: same as primary, with thicker outline and slightly darker orange 2002-2007: based on primary, chrome outline 2011-2012: based on primary, vintage look | 1967-present: orange, white, black |
Pittsburgh Penguins 1967-present | 1967-1968: chubby, hockey-playing penguin with scarf on yellow triangle, encircled by team name (blue text) 1968-1971: muscular, hockey playing penguin on yellow triangle, blue circle with team name 1971-1992: muscular, hockey playing penguin on yellow triangle 1992-2002: streamline penguin incorporated into yellow triangle 2002-present: same as 1971-1992, except penguin on gold triangle | 2002-2007: same as 1992-2002 primary, except with gold instead of yellow 2002-2008: same as 2002-present, but with team name 2008-2011: the 1968-1971 logo 2010-present: the 1967-1968 logo, but with heritage white | 1967-1968: baby blue, navy blue, white 1968-1980: baby blue, navy blue, white; logo contains yellow and black 1980-2002: black, yellow, white (silver introduced on alternate jerseys in 1995, added to road jerseys in 1997) 2002-present: black, gold, white (baby blue, navy, and white on alternates 2008-present) |
| St. Louis Blues 1967-present | 1967-1978: yellow and blue winged musical note 1978-1984: more rounded winged musical note, yellow circle with team name 1984-1987: winged musical note, blue, outlined gold and red, with "St. Louis" on wing and "Blues" above 1987-1998: winged musical note, blue, outlined in gold and red, "St. Louis" on wing 1998-present: winged musical note, more angular and blue, outlined in yellow, white, and navy | 1994-1998: blue trumpet on gold, red, and blue circle with team name 1998-present: the primary logo from same period with team name 2008-present: winged musical note, on top of Gateway Arch, encircled by team name | 1967-1984: blue, yellow, white 1984-1998: blue, gold, red, white 1998-present: blue, yellow, white, navy |
With the exception of the California/Oakland Seals/Golden Seals which changed iconography and colours after a move to Cleveland, the 1967 expansion teams are fairly consistent. Even a team like Los Angeles, which underwent a drastic colour change in the 1980s, has been thematically consistent. There have been many Kings logos over the years, but the majority consist of a crown, shield, and name.
1970s Expansion and 1979 WHA Merger
| TEAM | PRIMARY LOGO | ALTERNATE LOGO | TEAM COLOURS |
| Buffalo Sabres 1970-present | 1970-1996: white buffalo, two crossed sabres, on blue circle with yellow outline 1996-2006: white and silver buffalo head, black and red outline 2006-2010: yellow, blue, white, and silver buffalo slug 2010-present: original logo, with additional silver outline | 1996-2006: red 'S' with sabre 1996-2006: red 'B' with sabre 2000-2006: black circle with crossed sabres, white, red, and black outline 2006-present: blue 'B' with sabre, yellow outline 2008-2010: original logo with additional silver outline 2010-2011: buffalo slug from 2006-2010 | 1970-1996: blue, yellow, white 1996-2006: black, white, red, silver 2006-present: blue, white, grey, yellow |
| 1970-1978: blue 'C'/rink, with white hockey stick (to make the 'C') white and green border 1978-1997: orange, yellow, white, black skate logo, with "Canucks" (slight colour adjust in 1992) 1997-2007: 'C' logo with orca, light blue, navy blue, white, silver, and red/maroon 2007-present: 'C' orca logo, colours modified to blue, silver, white, and navy
| 1970-1978: same as primary logo, but stick blue on white rink/'C' 2003-2007: same as 1970-1978 primary, colours changed to blue rink/'C', stick/outline silver, red/maroon outline 2007-present: Johnny Canuck logo; blue 'V' outlined in white, green, silver, with white and blue Johnny Canuck head 2012-present: blue 'V' with "Vancouver" on the letter in white 2012-present: white 'V' with "Vancouver" on it in maroon | 1970-1978: blue, green, white 1978-1997: black, yellow, orange, white 1997-2007: white, navy, blue, silver, red/maroon 2007-present: white, blue, green (maroon and white alternates 2012-present) | |
| Calgary Flames 1980-present (Atlanta Flames 1972-1980 | 1972-1980: stylized white 'A' with flames, outlined in red and yellow 1980-1994: red, flaming 'C', outlined in yellow 1994-present: same as 1980-1994 with additional black outline | 1972-1980: same as primary, but without yellow outline 1980-1994: same as primary, 'C; is white 1994-2000: same as primary, 'C; white 1998-2007: yellow and black horse head, with red eyes and flaming nostrils. Amazingly terrible. 2003-present: same as primary, 'C' black 2013-present: "Calgary" script in black, with white and yellow outline, and black alternate 'C' logo 2013-present: sun, mountain, a wheat logo, 'CF' initials, :"Flames" written on red sky; circular | 1972-1980: red, white, yellow 1980-1994: white, red, yellow 1994-present: white, red, yellow, black |
| New York Islanders 1972-present | 1972-1995: 'NY' white ('Y' is hockey stick) orange outline of Long Island, "Islanders" at bottom in orange, on blue circular background with orange outline 1995-1997: angry, orange fisherman in light blue rain gear holding hockey stick in front of hockey net; white "Islanders" 3D, orange and blue waves. The infamous "Captain High Liner" logo 1997-2010: same as original except blue is darker, additional blue outline 2010-present: same as original | 1995-1998: lighthouse logo, teal, grey, orange, white navy 2008-2010: original logo 1998-2010: white, blue, orange diagonal lines | 1972-1995: white, blue, orange 1995-1998: white, navy, teal, orange, blue, grey 1998-2010: navy, orange, white 2010-present: white, blue, orange (alternates add grey, black 2011-present) |
| New Jersey Devils 1982-present (Kansas City Scouts 1974-1976, Colorado Rockies 1976-1982) | 1974-1976: circular logo, blue and white scout on horse, 'KC' in yellow, white background and red outline 1976-1982: triangular mountain logo(blue and white), with red 'C' and yellow sun (modeled on state flag) 1982-1992: stylized red 'NJ' outlined in green, on a white circle also outlined in green 1992-present: same, but instead of green, black | 1976-1982: red 'C', yellow sun, white and blue outline | 1974-1976: white, blue, yellow, red 1976-1982: blue, white, yellow, red 1982-1992: white, green, red 1992-presnet: red, black, white |
| Washington Capitals 1974-present | 1974-1995: team name: "Washington" small and red; "Capitals" large and blue; 't' in "Capitals" a red hockey stick 1995-2002: eagle with 5 stars on wings and "Capitals" below 2002-2007: Capitol Building dome, crossed hockey sticks, puck and stars, and team name 2007-present: updated original logo | 1995-2002: the primary logo from 2002-2007 1995-2007: eagle logo without "Capitals" 2007-present: red, white, and blue eagle; negative space creates capital building dome | 1974-1995: red, white, and blue 1995-2007: white, black, gold, blue 2007-present: red, white, blue |
| Phoenix Coyotes1996-present (Winnipeg Jets 1979-1996) | 1979-1990: circular logo, blue jet on red circle, "Jets" in white, 'J' is hockey stick, "Winnipeg" in red, on blue background 1990-1996: updated version of 1979-1990 logo, white background 1996-2003: kachina-style coyote, holding hockey stick 2003-present: howling coyote | 1979-1990: same as primary except white background and blue "Jets" 1996-2003: crescent moon and team name 1996-2003: beige crescent moon and purple background (circular) 1996-2003: coyote head from primary logo 1998-2003: brown lizard outline 2008-present: red, beige, black coyote running 2008-present: circular logo with team name and coyote paw print in centre (beige, red, black) 2003-present: state outline, "PHX" and setting sun | 1996-2003: black, green, red, purple, beige 2003-present: red, white (black added on alternates 2008) |
| Edmonton Oilers 1979-present | 1979-1996: circular logo, white background "Oilers" in blue, orange oil drop 1996-2011: modified original logo, red circular outline, copper oil drop 2011-present: return to original logo
| 1996-2007: triangular shield, with figure of "oiler" pulling on hockey stick and team name 2001-2007: silver and navy drill bit with navy oil drop 2001-2007: silver and navy shield, with navy oil drop and drill bit, with "Oilers" on shield 2008-2011: original logo | 1979-1996: blue, orange, white 1996-2010: navy, copper, white, red (silver added with alternates 2001-2007; orange and blue added with alternates (2008-2010) 2010-present: white, orange, blue, navy, copper, red
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| Carolina Hurricanes 1997-present (Hartford Whalers 1979-1992) | 1979-1992: 'H' white, 'W' green; blue whale tail to make 'H' 1992-1997: modified original logo, grey added 1997-present: hurricane warning sign
| 1979-1985: green whale 1979-1992: white 'W' and whale tail; green 'H' 1997-present: hurricane flag attached to hockey stick on black triangle | 1979-1992: green, blue, white 1992-1997: blue, white, green, grey 1997-2013: black, red, white, silver 2013-2014: red, white, black |
| Colorado Avalanche 1995-present (Quebec Nordiques 1979-1995) | 1979-1995: igloo logo; red 'N' outlined by white and blue, red hockey stick and blue puck 1995-present: maroon 'A' as mountain, white, black, and blue swirl of snow | 1979-1995: fleur de lis, blue and white 1995-present: maroon and silver big foot on white background, outlined in blue | 1979-1995: blue, white, red 1995-present: maroon, blue, silver, black |
Things get more interesting with this group. Several teams (New Jersey, Phoenix, Carolina, Colorado) had dramatic logo and colour changes. However, these changes corresponded with franchise relocation and renaming. Washington provides an interesting example. The team's uniform change in the mid-1990s was a visual departure from the previous look. The eagle and Capitol Building, while thematically consistent with the team name were not related to the team's previous wordmark logo. However, after a decade of eagle/Capitol Building iconography, the organization returned to its traditional look.
The Vancouver Canucks might be the best example of how to perfect a team's look. The rink, skate, and orca designs were all fairly original when introduced with only the 'C' connecting the rink and orca designs. The Canucks current designs incorporate the streamlined logo of the original jerseys as well as the colours and integrate the most successful aspect of the late 1990s and early 2000s (the orca crest).
1991-2000: Modern Expansion
| TEAM | PRIMARY LOGO | ALTERNATE LOGO | COLOURS |
| San Jose Sharks1991-present | 1991-2007: black, 2D shark biting hockey stick, triangle background 2007-present: modification of original logo, 3D shark, black and teal | 1991-2007: silver shark fin on teal, circular background 2007-present: 3D shark with tail biting stick 2007-present: black and teal shark fin on orange, diamond background | 1991-2007: teal, white, silver, black 2007-present: teal, white, silver, black, orange |
| Ottawa Senators 1992-present | 1992-1997: 2D centurion, team name in gold ring 1997-2007: 2D centurion, laurels in gold ring 2007-present: 3D centurion | 1992-2007: winged circle with 'S' 1997-2007: emo centurion 2000-2007: red maple leaf and Peace Tower 2007-2008: 'O' on red and black patch 2007-present: modified 2D centurion 2011-present: O logo 2011-present: red and black shield, team name | 1992-present: black, white, red, gold |
| Tampa Bay Lightning 1992-present | 1992-2007: lightning bolt on silver, circular background, team name, white, black, silver, blue (slight modification in 2001) 2007-2011: modification of original logo, more angular 2011-present: blue lightning bolt on white circle, outlined in blue | 1992-2007: circular logo, lightning bolt over outline of Florida (modified slightly in 2001) 2007-2011: same as 1992-2007 but more angular 2011-present: circular logo, white lightning bolt in centre, team name | 1992-present: black, white, blue, silver |
| Anaheim Ducks 1993-present | 1993-2006: Disney logo 2006-2013: wordmark logo, gold, 'D' is duck webbed foot 2013-2014: gold, webbed foot 'D' | 1995-2006: circular logo, cartoon duck head, with team name 2006-2013: the 2013-2014 primary logo 2010-present: oval, original logo, team name 2013-2014: 2006-2013 primary | 1993-2006: purple, teal, white, black, silver 2006-present: white, black, gold, orange |
| Florida Panthers 1993-present | 1993-present: panther (slight adjustment in 1999) | 1993-present: hockey stick and palm tree crossed on sun 1993-2009: primary logo, but panther also clutches broken hockey stick 2009-2012: circular logo, panther head, team name | 1993-present: white, yellow, red, blue (light blue on alternates, 2009-2012) |
| Nashville Predators 1998-present | 1998-2011: sabre-toothed predator, predominately silver with blue and yellow outline 2011-present: same logo, but predominately white, with yellow and blue highlights | 1998-2011: original logo on blue triangle 2001-2007: 3D predator on triangle 2009-2011: chrome predator, black highlights 2011-present: blue guitar pick, with 'NP' outlined in white, and yellow circle with 3 blue stars (from Tennessee state flag) | 1998-2011: white, grey, yellow, blue (alternates had mustard colour, 2001-2007) 2011-present: yellow, white, blue |
| Winnipeg Jets 2011-present (Atlanta Thrashers 1999-2011) | 1999-2011: orange thrasher (bird), clutching hockey stick on blue triangular shield 2011-present: circular logo, with silver jet on red maple leaf, background circle of white, blue, silver | 1999-2011: orange, angular thrasher head 1999-2011: stylized bird with light blue, navy, red, and gold 2008-2011: "Thrashers" word mark logo 2011-present: winged logo, with crossed hockey sticks, a red maple leaf, and team name | 1999-2003: white, navy, red, orange, yellow 2003-2011: white, navy, red, orange, yellow, light blue 2011-present: navy, light blue, white, silver, red
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| Columbus Blue Jackets 2000-present | 2000-2007: red 'CB' with stars, hockey sticks; crib board design 2007-present: silver star, 'C' shaped stylized Ohio flag | 2000-2004: bug, holding hockey stick and wearing union uniform 2000-2004: head of bug, wearing union uniform 2003-2007: current primary 2003-present: union cap, with crossed hockey sticks on red background, team name on navy border; oval-shaped 2010- Civil War-inspired circular crest, with cannon, star, banner with team name | 2000-present: red, white, blue (alternates added black 2003-2007; alternates added heritage white, light blue, and union blue 2010-present) |
| Minnesota Wild 2000-present | 2000-present: bear head silhouette, with wilderness scene | 2000-2010: circular logo, team name 2003-present: circular logo, team name, and bear head silhouette 2009-present: team name, script | 2000-present: red, green white, heritage white |
The most recent NHL franchises provide a key takeaway for the Senators organization: local identity. The Predators and the Blue Jackets are the best examples here. The Predators current jersey connects the organization and its iconography with the music history of Nashville. The guitar pick shoulder patch and guitar strings on the numbers are a concrete connection between the team and the city's culture. Columbus has always connected with the city's and state's Civil War history but the team's redesign in 2007 enhanced this connection. The additions of the Ohio flag, union cap, and cannon connect the organization to local history.
After more than two decades of various centurion logos, the Roman connection is part of the team's history even if Roman centurions are a distant image for most Ottawans. Most NHL teams would be reluctant to abandon more than 20 years of branding and team identity. The most obvious solution would be to retain the centurion logo and red jerseys as a modified alternate jersey and adopt the heritage jerseys as permanent home and away jerseys. Teams like the Canucks, Sabres, Flames, Islanders, and Oilers have all used original jerseys and logos as alternates. Teams have also promoted their alternate sweaters, so if the Senators were to do so with the heritage jerseys, it wouldn't be unprecedented. Much of Ottawa's identity as a city is derived from its status as the nation's capital. While the Senators have played up the capital association in the past (Peace Tower logo and more generally, the team name) the team has a distinctly regional appeal among fans and the 'O' logo connects team with region (and consequently fans) in a way the centurion has never been able to.
