Skip to main content

Winnipeg Jets' 15th Season Brand Identity

Credits
  • Art Director: Marc Gomez
  • Creative Lead: Kevin Jorgenson
  • Graphic Designers: Shelby Henderson, Chelsea Sanders, Stephanie Labonte
  • Production Designer: Skyla Kang
  • Director, Creative Services: Allison Ferley
Project Description

The 2025–26 season marked 15 years since the NHL’s return to Winnipeg. After a pandemic-disrupted the 10th season and one of the franchise’s strongest campaigns in 2024–25, the Winnipeg Jets seized the opportunity to celebrate their history with fans. The 15th season logo reflects durability, heritage and forward momentum. Dimensional lettering draws on crystal—the traditional 15th anniversary symbol—representing clarity, strength and longevity. The number is set within a custom shield that tapers to a point, subtly referencing an Air Force officer badge, while its rounded top edge echoes a hockey rink.

Anniversary date typography draws from Canada’s Jet Age, reinforcing aviation heritage. The supporting toolkit extends these ideas through crystal textures, cloud and night-sky treatments and light dispersion effects evoking reflection, motion and the Northern Lights—grounding the identity in Winnipeg. Used across digital, social and in-game applications, the system balances history with a forward-looking perspective.