As for the logo itself, I love it.. Right on the money about trying to put the term "Ice Caps" into a design, I was worried it would be too much so the word mark is a safe bet with at least some design thrown in. It might even help the name grow on me, maybe. Maybe not. The worst kept secret in the American Hockey League became official this morning. True North's Manitoba Moose have officially become the Toronto Blue Jays Jerseys. As you'd expect, the IceCaps' colors line up with their NHL parent club, the Winnipeg Jets. Two shades of blue and two shades of gray/silver. Only the IceCaps wisely left out the red maple leaf. What I find neat about this logo and the Jets logo is that at the top of each logo there is some sort of point pointing upwards. I see that as a compass of sort pointing north, thus representing the True North brand in the logo as well. The primary logo makes heavy use of the wordmark, but that's not surprising considering the name. And it's not a bad name, it just doesn't lend itself well to imagery the way that, say, "Chicago Cubs Jerseys" does. Perhaps the best thing about this mark is its easter egg. At a glance, it's merely snow cover atop a rugged mountain. But when you really look, there's a sort of stylized "N" and "L" carved out for Newfoundland and Labrador — which also happen to be shaped like the actual map boundaries. That's a very cool feature. If you're like me, you're satisfied — even pleasantly surprised — by this logo but just hoping they drop the "St. John's" bit at the top when it comes time to slap it on a sweater. Regulars may be a bit surprised to find that I like a logo that's basically a wordmark, but there are always gray areas. I don't care for the Anaheim Ducks' wordmark because, well, a duck is an easy thing to put into a textless image. IceCaps can be more challenging. You don't want to lose your brand identity trying to create a logo that's too clever for its own good. Especially in the minors. And you can argue all you want with the name choice, but I can't say I mind it. Yes, it breaks some critical rules by including the word "ice" and running it all together with a capital letter in the middle, but it's just one of those throwback things. “Caps” not only perfectly complements the name in the literal translation of an icecap, it is also pays tribute to the St. John’s Caps, a Newfoundland Amateur Hockey Association team which played in the former provincial senior hockey league. Along with this logo, the IceCaps unveiled a new wordmark, which includes the same elements as the primary — just repositioned. You can see it on the poster used at this morning's unveiling event (above) thanks to Mark Denine, who tweeted this photo for us. There were no secondary marks revealed today, but I'm sure at least one shoulder of the uniforms will get the new Winnipeg Jets logo. Speaking of Philadelphia Flyers Jerseys, they were not unveiled today either and will probably come out closer to the start of the season. I'd bet they use the same design as the Pittsburgh Pirates Jerseys, and we're not expecting to see those until early September. Maybe we see both at the same time. Logo has some nice elements to it. I think the blue kills any affiliation to the Caps history, I beleive they were always red and white. The logo is clever the team name is lame but it is minor league hockey where players will spend 3 weeks to 2 years with the orgnaization. I suspect this will be a 3 year venture as travel to St.John's is only going to get more expensive but I am looking forward to using the folks season tickets when I can! I'll grant you this logo is no replacement for the Manitoba Moose, but it's certainly not as weak in terms of design as the Jets' new primary. Now it's your turn. Hit or miss by True North? I can't see how you despised the MLB Women Jerseys new logo and like this one. Looks very amateur to me. Those white snow peaks look like they were done in Mario Paint. I get that they were trying to give the word mark some perspective but the word is so short and the perspective so not pronounced that it makes the two "C"'s look unbalanced and the whole thing look wrong.
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