St. John's IceCaps unveil new logo, adopt colours of Canadiens

The St. John's IceCaps unveilled the team's new logo Thursday, as the franchise gets ready for the Montreal Canadiens' farm team to start playing in Newfoundland and Labrador.

The new logo is similar to the previous one, but features the red, white and blue colours of the Canadiens.

"We're thrilled with it because what we've done is we've kept our old logo and we brought in the very vibrant Canadiens colours," IceCaps President and CEO Danny Williams.

According to Williams, it was important to start making changes to the brand now so fans have time to get on board with the new look.

"We want people to get a feel for the brand, we want people to start — people will be able to wear the hats around town now, they'll be able to wear the T-shirts," he said.

Williams said the jerseys were delayed because of demand, but the design should be released in the next few weeks.

Overall, Williams said he's excited for the new hockey season to start.

"There's some people out there who don't like the Habs, but I think generally people are going to love it," he said.

Glenn Stanford, IceCaps chief operating officer, said the IceCaps' move to a different division will definitely make for different dynamics in the stands of Mile One.

"I think it's all positive. If you were a hockey fan in St. John's for a number of years you were either the Toronto Maple Leafs or the Montreal Canadiens and we've been fortunate here in this building to have both of them over the last 10 or 15 years," he said.

"We're going to be playing the Toronto Marlies quite a bit. We've all seen the passion of a Toronto-Montreal game at the NHL level and I think that's going to be transformed down here at the AHL level."

Stanford added fans may see some new ideas about what will be on the IceCaps jerseys, but fans will have to wait to find out.