St. Louis Blues brand guidelines
The St. Louis Blues brand page outlines team marks, uniforms, primary colors, and design evolution for fans and partners.
Freedam's take — I like seeing sports franchises open up their identity refresh to the public. The St. Louis Blues brand page showcases their visual updates clearly, dedicating sections to their iconic Blue Note, new marks like the Fleur and STL, and primary colors. They also walk through uniform variations and process notes alongside retail tie-ins. It feels like a fan-facing presentation rather than a strict corporate brand manual, but it gives an engaging overview of how their team visual system holds together across the season.
Details
- Type
- Guidelines
- Access
- Public
- Source
- nhl.com
- Industry
- Sports
- Capabilities
- Guidelines, Search, Partner resources
- Tags
- logo usage, color system, merchandise, single page
- Added
- Last checked
What I noticed
- The brand page features dedicated sections for identity elements including The Blue Note, Fleur, STL, and River Music marks.12345
- The guide presents team uniform designs, covering home, away, and third uniform variations.678
- A section detailing primary colors and design process is included on the brand page.910
- The presentation reads primarily as a fan-facing visual celebration rather than an operational toolkit for external agencies.
Numbers refer to the screenshots above.
What I could not see
- No downloadable vector logo assets, digital color code values, or typography specifications were visible in the captured content.
Ideas to borrow
Reviewed on 18 September 2026. Request a correction · I built this
