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Everything old is new again for the Ottawa Senators as team unveils 2D logo

The Ottawa Senators unveiled an updated primary logo on Friday, Sept. 18, 2020.
The Ottawa Senators unveiled an updated primary logo on Friday, Sept. 18, 2020.

The Ottawa Senators have turned back the clock for their new look.

As part of the club’s rebranding, the Senators released their 2D logo Friday and the new jersey plus uniform will be unveiled on the first day of the NHL draft on Oct. 6. Naturally, it’s very similar to the logo the club wore from 1992-to-1997 when it returned to the league.

Hired by owner Eugene Melnyk to take over the role as the president of business operations in March, Anthony LeBlanc has spent a lot of time working on a marketing rebrand. The work on this project started before he arrived, but the Senators want a fresh look for the 2020-21 campaign as the rebuild shifts into high gear with Ottawa holding three picks in the first round of next month’s draft.

People are thrilled to see the old logo return because the feedback, so far, has been positive.

“It is time for the Senators to return to our roots,” said Melnyk in a statement Friday morning. “The fans of this great franchise have high expectations. We have heard from our fans, our partners and our players, and we have listened. It is time to return to our heritage, but in a bold, new manner. The Senators have a rich history in our community, and we are ready for the next chapter to begin.”

Though, there has been no shortage of speculation about the logo through the summer, the Senators wanted to wait until after Labour Day before making the release official. The reality is with the Stanley Cup final getting under way Saturday and the weather cooling off, there’s more engagement in hockey now.

The logo replaces the modernized version that was introduced during the 2007-08 campaign.

“It’s the start of a new chapter in the organization,” LeBlanc told this newspaper in a telephone interview Friday afternoon. “I was talking to Eugene before I joined the organization and we talked about the fact that’s it’s going to be critically important that we reconnect and reconnect to our roots with the community.

“When I was talking to him, and I really can’t take any credit for this logo release because this was all done before I joined, that this process was going forward. When I saw, not just the logo, but what we’ll unveil on Oct. 6th with the entire jersey and reboot, it’s pretty exciting.”

The players have seen the new look and they give it a passing grade.

“What I liked the most was in talking to (GM) Pierre Dorion and hearing the players were behind this,” he said. “It’s all part of us focusing on that next chapter in the Senators history and what we think is going to be exciting.”

People always liked the old logo and uniform. As a result, they’ve looked favourably on this change. The jerseys won’t be exactly the same, they’ll have different striping. LeBlanc confirmed there will be no third sweater this season and that’s something the organization will look at down the road.

“It shows you that logo, which I like to refer to as vintage, has truly stood the test of time. It’s a great logo,” LeBlanc said. “When we release the new jersey and unveil on Oct. 6th, people will go ‘Wow’ and there’s going to be a difference in how looks and feels.

“But, the logo, it’s just a great logo and you compare it to other sports’ teams logo it truly stands the test of time and people are going to love it. There’s definitely some changes (to the uniform). We think people will be excited when they get a chance to see the whole package.”

LeBlanc confirmed when the club has some clarity on what the 2020-21 campaign looks like the Senators will unveil a new marketing campaign to go with the rebrand. That’s being worked on right now, but nobody has any idea when next season will start and how the schedule is going to look because of the COVID-19 threat.

The organization felt with the Senators starting a new chapter with the NHL draft next month that it was time to turn the page and focus on next season.

“It all dovetails into the plan that Eugene and Pierre have put together in regards to the rebuild,” said LeBlanc. “The rebuild is well on its way and everybody knows that based on what they’re seeing in regards to the team that’s being put together.

“It’s the right time. And, honestly, we heard _ and I mean the collective ‘We’ before me joining _ that people just loved that vintage logo. Just by quickly looking at social media, this is a very positive reaction that we’re seeing.”

Twitter: @sungarroch

Copyright Postmedia Network Inc., 2020

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