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New Maple Leafs Logo For Centennial Season Pays Homage To Illustrious Past

The Maple Leafs yesterday "unveiled a logo makeover for their centennial season," with the new design a "throwback to the glory years of a franchise that hasn’t won a Stanley Cup in nearly half a century," according to Morgan Campbell of the TORONTO STAR. The leaf that will adorn jerseys and other merch starting next season "will closely resemble" the designs the team used between '39 and '67, the "last year the club won a championship." The redesigned jersey "should strengthen brand equity and boost retail revenue." The new Leafs logo "appears taller and narrower than the outgoing version, with softer corners on the edges of the leaf and leaner typeface on the writing in the middle." The leaf "has 31 points, a reference to 1931, the first year the club played at Maple Leaf Gardens." Because the club was founded in 1917, the leaf’s body "features 17 veins, with 13 veins above the Maple Leafs crest to represent the club’s 13 Stanley Cups" (TORONTO STAR, 2/3). The GLOBE & MAIL's James Mirtle notes the switch "will be the first major logo change for the Leafs since despised former owner Harold Ballard introduced something similar to the current 'modern' one" in '67-68. The changes from that classic logo "are discreet," as the new design "doesn’t have a border around the logo." However, the Leafs "didn’t reveal their new uniforms." For that, fans "will have to wait until the draft in Buffalo at the end of June," when the Leafs' first-round pick "will be the first to wear the revamped jersey" (GLOBE & MAIL, 2/3).

ALL ABOARD: THE HOCKEY NEWS' Jared Clinton noted the AHL Marlies, also owned by MLSE, "joined the Maple Leafs in adopting the new logo." The Marlies logo "will include the crown that has become a staple of the logo" (THEHOCKEYNEWS.com, 2/2). ESPN.com's Paul Lukas wrote the feeling is that the Leafs "got this one right." The team's current logo, with its "blocky, almost cartoonish shape, feels well past its sell-by date." Going for an updated classic look "is a good route to take, especially for a legacy franchise like the Leafs." Lukas: "All in all: Well done" (ESPN.com, 2/2).

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