St. Louis Blues brand guidelines

Freedam's take

I like how the St. Louis Blues present their visual identity as a dynamic story rather than a dry manual. Instead of locking assets away behind a partner login, this launch page walks through the team's visual heritage, tracing the iconic Blue Note from 1967 through 2025. It details home, away, and third uniforms while showing fresh secondary marks like the fleur-de-lis clef and Gateway Arch horn. Specifying primary colors directly alongside the narrative gives fans and designers clear context without overwhelming them.

At a glance

Sections

What's New · The Blue Note · New Threads · Home Uniform · Away Uniform · Third Uniform · New Marks · Fleur · STL · River Music · Wordmarks · Primary Colors · The Process · New Merch

Tone

Celebratory, storied, and fan-facing editorial hockey branding.

What I noticed

1. The page chronicles the history and evolution of the Blue Note logo across eras from 1967 to 2025.¹
2. Team uniforms are presented across distinct sections for Home Uniform, Away Uniform, and Third Uniform.²³⁴⁵
3. Primary colors are displayed in large blocks specifying PMS 285 blue and PMS 1235 yellow.⁶
4. Secondary marks include a fleur-de-lis clef, an STL monogram clef, and a Gateway Arch horn icon.⁷

Numbers refer to the screenshots above.

Ideas to borrow

1. Presenting rebrand guidelines alongside a chronological timeline helps anchor modern marks within club heritage.¹