A New Stanley Cup Logo For The NHL Postseason

The NHL released their new brand identify for the Stanley Cup Playoffs and Stanley Cup Final. The new branding is the first time the league has modified their postseason logos in 13 years.

Following an extensive re-design process spearheaded by NHL Creative Services, in collaboration with Fanbrandz Design, the new brand identity and logo system features a detailed illustration of the Stanley Cup and its engravings, all anchored in the shape of a championship rafter banner.


NEW YORK / TORONTO (March 7, 2022) – The National Hockey League today unveiled the new brand identity and logo for the Stanley Cup® Playoffs and Stanley Cup® Final. The new creative will be featured prominently throughout the postseason, including in-arena, on-ice, in game broadcasts, on a variety of official NHL merchandise, at retail, and in digital and social media content. In addition, NHL partners will feature the new marks in activations.

The microsite NHL.com/StanleyCupBranding offers full details on the new brand identity and logo, including design inspirations and a special video feature.

“This reimagining of the Stanley Cup brand is a culmination of several years of creative work intended to celebrate our symbol of hockey excellence,” said NHL Chief Brand Officer and Senior Executive Vice President Brian Jennings. “This modern brand identity and logo system is being introduced at this exciting time in the NHL’s history where new and historic teams led by a generational group of superstar players compete for the Stanley Cup, the hardest trophy to win in all of sports.

All players dream of having their name engraved in immortality and it is every NHL team’s mission to raise a championship banner, and we wanted to visually capture and evoke the majesty of Lord Stanley in a manner that both respects the history and represents of the future of this great game.”

By Jon Sorensen

About Jon Sorensen

Jon has been a Caps fan since day one, attending his first game at the Capital Centre in 1974. His interest in the Caps has grown over the decades and included time as a season ticket holder. He has been a journalist covering the team for 10+ years, primarily focusing on analysis, analytics and prospect development.
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2 Responses to A New Stanley Cup Logo For The NHL Postseason

  1. novafyre says:

    Grrr. Would have liked an old image to compare.

    Searched online and found hundreds of variations but most appeared to have the text in front of the Cup and dull font. Looked at my Caps and Bolts mdse for those images. I feel this is superior to all of them. I love the banner portion as it makes the Cup whole. And the font is distinctive. Good move NHL.

    Will have to see how it looks on jerseys and caps. I can see the banner part but having the text below might be a problem especially if you put the winning team’s logo, name, or word “Champion” with it. Then it gets pretty big.

  2. Anonymous says:

    They probably payed some advertising agency a million bucks to come up with that. I went into the wrong profession.

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