JUST IN SECONDS: St. Louis Blues announces a massive $40 million for unveiling new primary logo and uniforms inspired by ….. See more 

The rebrand was revealed in a high-energy event at Enterprise Center featuring a live jazz orchestra, former Blues legends, and projections of the new look that lit up the arena. The design pays homage to the club’s deep musical heritage—blending modern athletic aesthetics with classic visual cues drawn from St. Louis’ storied past.

Key Highlights:

New Primary Logo: A stylized reinterpretation of the classic Blue Note, incorporating subtle trumpet elements and art-deco flourishes reminiscent of St. Louis’ jazz golden age.

Uniform Overhaul: Sleek navy-and-gold colorways return, with vintage striping and textured patterns inspired by riverfront architecture and brass instruments.

Fan-First Approach: Over $5 million of the budget was set aside for fan engagement, including interactive jersey customization experiences, digital collectibles, and city-wide pop-up exhibits.

Team president Chris Zimmerman said during the unveiling, “This isn’t just a new jersey—it’s a declaration of who we are as a team and a city. It’s a look back to our roots, and a step forward into a bold new era for Blues hockey.”

The uniforms will make their on-ice debut during the 2025-26 preseason, with merchandise now available both online and in select retail stores.

Stay tuned for behind-the-scenes content and interviews with players as they gear up in the new Blues era.