New look will turn Blue Jackets jerseys red
Get ready for a new look from the Blue Jackets that has nothing to do with their roster.
While the team’s hockey-operations staff continues its offseason work, the marketing department took center stage Monday with the unveiling of a new alternate jersey as part of the Nhl/adidas Reverse Retro Alternate Jersey program – a two-year effort that includes a new look for all 31 teams.
That means a return to the Jackets’ original “CBJ” logo, helping commemorate their 20th anniversary season, plus the use of red as the predominant color for the first time in franchise history.
“While our club hasn’t worn a red jersey before, red has always been one of our signature colors and this was a special opportunity to emphasize it in a unique jersey for our fans through this league program,” said Kathryn Dobbs, the Jackets’ senior vice president and chief marketing officer. “The timing also allowed us to showcase our original crest as we celebrate our 20th season of Blue Jackets hockey.”
It’s unknown how often the new jerseys will be worn in the 2020-21 season, but Dobbs said it will not replace the team’s current alternate look – which is a dark blue-and-cream color scheme with a cannon logo. That uniform will still be used for a number of home games in the
pending season, while the new look will be deployed as a second alternate.
Initial reactions among fans online were mixed, ranging from those who loved the new setup those who detested it. The disapproving comments were mostly about the use of red so prominently, while the same reason was given by many who approved.
Use of the Jackets' original logo was almost as polarizing, but not surprising given the ‘retro' part of the leaguewide project.
The former “CBJ” crest – which features an electric green hockey stick as the ‘J' with a star atop – was used from the team's inaugural season in 2000-01 until 2007. The new jersey also incorporates the Jackets' secondary cannon logo on shoulder patches.
Dobbs said the Blue Jackets were presented with three options and provided feedback on each, which ultimately led to the final design. There also are enough Blue Jackets design elements to set it apart, especially the logo.
“Our goal when this process started was to develop a jersey that would honor the origins of our franchise in a modern, unique way, and we couldn't be happier with the result,” Dobbs said in a press release. “We believe this jersey will resonate strongly with ‘The Fifth Line' (fans) as we prepare to celebrate the 20th season of Blue Jackets hockey this year.”
The jersey was resonating with one player who will wear it in games.
“After 20 years for our franchise, to have that first logo back on a jersey's kind of cool for the retro theme,” forward Boone Jenner said. “Our fans and everyone who follows the Blue Jackets is used to seeing us in blue, so that's a little switch-up, but I like it. With that logo on there, it's got that retro look. I'm excited to put them on and see what we look like.” bhedger@dispatch.com @Brianhedger