The primary is a fantastic concept that is not as well executed as it could be, IMHO. That being said I'm willing to withhold judgement until the uniforms are revealed. The tie-in to the RCAF is a great way to rebrand the Jets. True North has long been supporters of the Canadian Forces. The Moose wore several military-themed Philadelphia Flyers over the years, including one that was an homage to the RCAF Flyers hockey team. I like the rebranding. I think with time it will be a unique symbol of jets hockey, and i think for a professional hockey team it's good to have a strong connection to the city. If they keep the primary logo smaller on the jersey than most other teams i think it will look great. Much like the RCAF appreciation NHL Jerseys used by the Moose. When rumours were spreading that the roundel was going to play a big role in the logo, I kept thinking back to a concept I saw pop up online quite awhile ago. Didn't think much of it at first but after I started to think about why each part of the primary logo was there, it grew on me. At first I thought it was a bit busy and you couldn't make out the jet in the primary logo. The pointy white thing pointing north is incorporating part of the true north entertainment logo then I started to see it as a compass. Its a circle with and when you combine the leaf and the jet it makes north south east west. It's simple and I think it works. They worked in the owners company, a jet, canada, the military and their old colors with modern colors so all in all it works for me. Give it a couple years and they will have the throwback jerseys as third jerseys. I like the part that will go on the shoulder patch. The word marking is the thing that doesn't fit form me. I'll be curious to see what kind of jersey design they use. "The Jets were named for the city's Western Hockey League team of the same name, honoring the city's growing transportation industry." That was what the original Jets were known for. This new era of Jets is obviously different owner, different times, etc. New logo had to be used, and what better than to honor the RCAF. The fans wanted "Jets", and they got "Jets" (people never said they wanted the original meaning!!!) Also a rip off, bland, w/e people want to say about it-they're entitled to their opinion. I think it's great, and like it was stated above, It's better than a logo in a circle with words, or the team name/city name across the jersey in front. Logos can be basic if they drive home the point. Also isn't this hockey where logos like this are on the Toronto Blue Jays Jerseys? It's not baseball where the name is etched across the jersey. As a ranger fan I know my team is a few of the exception, but this is a nice touch. That one is sheer brilliance, I think. The jet in the concept is the Avro Arrow, a prototype built in late 1950s that was set to serve the needs of the Air Force for decades to come. Controversially it was scrapped, and none of the prototypes survived. Having the CF18 is OK as that is the main jet currently flown. However, the CF18s will be replaced in the coming years by the CF35. After checking out the logo in action on the Jets website, I have to say... it's growing on me very quickly. If you watch the video "Fehr on the Logo," at the 6-second mark you see the logo on a hat, and it looks sharp! I also think that, now that it seems they're going to be using the logo atop a lighter blue (not the navy blue from the logo) - as evidenced by the shirts and some of the Reebock promo package showing old military Jerseys - that it's going to look even nicer than I thought on MLB Jerseys and merchandise. Just look at the shirt color the players are wearing in the posted videos on the Jets site... that color really makes the logo pop nicely.