In an article today by the Ottawa Citizen’s Ken Warren, he reports that the Ottawa Senators may soon be donning a new jersey. Warren reveals that new Senators President and CEO, Tom Anselmi, is in favor of making the Sens’ current alternate logo, the stylized “O”, their primary logo. Anselmi feels that fans have embraced the “O” logo, and he personally believes that the alternate design is a better-looking jersey. With the Senators enjoying their 25th anniversary in 2017, Anselmi stated that the time is now for a re-branding.
This would be the second logo change for Ottawa in less than a decade. The team moved from their old two-dimensional profile Senator logo to their current three-dimensional Senator logo in 2008, and the new logo was met with high regard from fans as opposed the very old-fashioned logo they previously used. However, the change that Anselmi is describing is a much larger transition, going from a logo with the team’s actual mascot to a simple letter. Several NHL teams have a single letter as their primary logo: the Boston Bruins, Calgary Flames, Colorado Avalanche, Dallas Stars, Montreal Canadiens, and now Vegas Golden Knights. However, the Flames, Avalanche, Stars, and Knights use a stylized design that relates to the team mascot and the Bruins and Habs have two of the most iconic logos in all of sports. The Ottawa “O” is just that, the letter “O”. Would fans embrace that simplistic logo as the primary brand of their franchise?
Many might be questioning why the Senators need to choose one logo or the other when the “O” is already the alternate jersey logo. However, the announcement earlier this year that there will be no alternate jerseys next year complicates the situation. With Adidas taking over the production of NHL jerseys in 2017-18, teams have agreed to drop their third jerseys to make the switch easier. As part of the change, several teams have announced jersey makeovers, and Ottawa could be next. If Anselmi wants the “O” logo to celebrate the Senators anniversary in the first half of next season, his only choice is to make a total switch in his primary logo.