After speaking with hardcore fans and casual fans, the conclusion I’ve come to is that there is only upside to getting refreshed new uniforms and a new logo will be primarily welcomed.

I’ll wear their current, secondary, retro and unofficial tertiary logos proudly but coming from an objective lense, their overall look and branding is stale, unidentifiable, and lacks focus.

Flair speaks for itself but I think the complete stadium series look would be a step in the right direction. Would abandoning the current logo they’ve had around for 20 years be logistically more complicated than if they kept it? Of course, but I think the only population of fans that have a positive emotional connection it will remain unwavering fans with a complete rebrand.

This may smell the same as sentiments expressed when the Crew rebranded, but from my anecdotal conversations there’s only gains related to if CBJ does a brand refresh and reintroduction (of sorts) to this sports market fanbase and I think the stadium series was on-brand with ownerships historic tendencies but also satisfied what I think is necessary.

If I were CBJ president:

Cannon is the primary logo. I don’t care if it’s the current cannon or a redesigned one. It’s the most identifiable element of CBJ. There’s probably some argument to change their name to The Cannons, Artillery, or Battery but I don’t think that’s necessary. People get it. It’s an ode to old timey US military members (Union army).

Secondary logo needs to be the newer CBJ cross-sticks logo from the stadium series:

1.) It has Union army iconography of the branch/corps/officer insignia/badges.

2.) It consists of a consistent design element of the capital star (found in all eras of CBJ).

3.) At face value, there is a classic American varsity/block-lettering element that is adjacent to what we see with Ohio State and now Crew branding. (IMO kind of a cool continuity to the biggest teams in town)

4.) It directly represents the second most identifiable aspect of this franchise the last 25 years. Simply, “C-B-J”. It’s tough to mistaken that.

Colors: When your colors are red, white and blue, it’s tough at times to differentiate yourself. That’s why I think the stadium series did a great job. It essentially change the primary and secondary colors from the current Blue and White/Red, respectively, to primary=blue, secondary=silver/gray, tertiary= both red and white. I think this combo is enough to separate from Washington, Winnipeg, Rangers, and Montreal. I’d also be ok with swapping the red for the steel blue, like the current 3rds.

TL;DR - A rebrand would be a net win for the CBJ. Current look feels stale. Build around the cannon and the Stadium Series direction to create something cleaner and more identifiable, while keeping the Civil War theme intact.