Overview

• The Blues revealed an updated brand identity on June 24, featuring a lighter royal blue and a streamlined Blue Note logo.
• Three new secondary marks—a musical STL emblem, a music-inspired fleur-de-lis and a River Music trumpet-Arch—highlight St. Louis’s cultural connections.
• Home and away uniforms adopt a color palette from the 1967 originals, replacing cream with white on road jerseys and shifting the royal blue set to alternate status.
• The overhaul, launched in 2021, involved more than 30 partners under non-disclosure agreements to coordinate updates across arenas, retail and digital platforms.
• The redesign will debut at the 2025 NHL Draft in Los Angeles and the new jerseys will reach fans when they go on sale this fall.