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" (
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