Maple Leafs unveil new logo for centennial season

Historical logo changes made for first time since 1970

The Toronto Maple Leafs unveiled their new logo on Feb. 2, 2016, during an episode of The Leaf: Blueprint, a show that follows the team’s journey to Stanley Cup contention in the new era.

The logo was designed in preparation for the team’s centennial season in 2016/2017, and harkens back to the iconic emblem that graced the sweaters of the most successful Maple Leafs era from the 1940s through the 1960s. The change marks the team’s first major alteration to the logo since 1970, and is being used to rebrand the team, moving forward into what the Leafs are calling a “new chapter” for the franchise.

“As an organization, we wanted to get back to our roots, when Conn Smythe first changed the team logo to the Maple Leaf in 1927,” said Brendan Shanahan, Toronto Maple Leafs President and Alternate Governor in a statement on the Leafs’ website. “Inspired by the badge that he and his fellow Canadian soldiers wore during World War I, Smythe wanted his team to wear the badge with honour, pride and courage. This is our goal for the next chapter in Leafs history. We are committed to restoring the Toronto Maple Leafs to a proud and prominent place, and this classic logo will connect the team’s championship legacy with an exciting and proud future for our players, our city, and for our fans.”

Although the new logo shares a resemblance with the classic Leafs insignia that adorned jerseys in the mid-twentieth century, the colour scheme will not change from the current, darker blue which has been used since 1970.

The retro-styled leaf will feature several characteristics that reference the history of the franchise. The 17 veins found throughout the leaf symbolize the year that the franchise was founded, 1917. The 31 points of the leaf are a nod to the opening of Maple Leaf Gardens in 1931. The 13 veins at the top of the leaf are representative of the team’s 13 Stanley Cup wins.

In an interview with Bob McCown for Sportsnet, Shanahan said “We have 13 veins on the upper part. Plenty of room, hopefully, to add more veins, and that’s been discussed.”

Toronto’s other major franchises are no strangers to logo changes. Since 1977, the Blue Jays have had five different logos, and the Raptors have had three since 1995. The Leafs, however, have maintained the same logo for decades. It’s iconic, but given the level of success in the post-lockout years, and with the 100-year anniversary of the franchise looming, it seems like the right time for a change.

For many fans, the current logo is synonymous with dismal performances and consistently disappointing seasons. It’s the logo that Vesa Toskala wore when he was scored on from 197 feet away, the logo that David Clarkson was paid $36.75 million to wear, and the logo that suffered the unfathomable collapse in Boston three years ago.

The Leafs Nation is eager for a glimmer of hope, and if this rebranding can channel some of the magical Leafs luck of days past, then it will be a welcome change for years to come.