IceCaps Unveil Third Jersey

Published on November 8, 2013 under American Hockey League (AHL)
St. John's IceCaps News Release


The St. John's IceCaps proudly unveiled their first-ever third jersey tonight (Friday, November 8) versus the Manchester Monarchs at Mile One Centre.

While the team's traditional logo was crafted to represent the entire province, the new logo is more specifically focused on the City of St. John's. The city's most recognizable landmark, Cabot Tower, situated at one of the highest peaks in St. John's, figures prominently in the new front crest. However the province as a whole is still represented with the iceberg silhouettes of Newfoundland and Labrador on the main logo and the provincial flag as one of the shoulder patches. The logo of the Winnipeg Jets - parent club of the IceCaps - is situated on the other shoulder. The jersey is navy with light blue stripes and incorporates silver - that has limited inclusion in the traditional jersey - more predominantly, including the shoulders, sleeves and striping. The number font remains the same as the original IceCaps jerseys.

Danny Williams, president and CEO of the IceCaps, says the jersey is everything the team wanted in a new look.

"We will always consider ourselves a provincial team but this definitely has a St. John's feel to it," said Mr. Williams. "It has a sharp, clean appearance with old-time hockey appeal. I'm told the players love it and I'm sure it will be quite popular with our fans."

The jersey was designed by Troy Birmingham, a graphic artist from St. John's, who approached the team with his concept when the club was formed in 2011. It was the first time Birmingham had designed a logo for a sports team. He explains his inspiration:

"The primary logo was meant to represent the province as a whole, so for the third jersey I wanted a logo that was a bit more specific to the city, that's why I used Cabot Tower," said Mr. Birmingham. "The font was meant to represent ice-grey gradient, power and motion and I included a stylized iceberg. I included the small outline of Newfoundland and Labrador to tie the alternate logo to the primary logo and have a connection with the original logo. For the jersey itself, I wanted to keep a similar colour scheme to the primary jersey but I wanted a traditional look and feel. It kind of reminds me of an old jersey from the 1970's with the square shoulders."

The IceCaps will wear the jersey at home at least six times this season - twice this weekend versus Manchester, Nov. 7 and 8th, then on December 6th and 7th against Wilkes-Barre/Scranton; February 8th and 9th versus Worcester and other potential dates to be announced later.

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