If you walk down Portage and Main on a Tuesday in January, you’ll see it. That blue and silver circle. The silhouette of a CF-18 Hornet. It’s more than just branding; it’s a heartbeat. Honestly, the Winnipeg Jets logo history is a bit of a mess if you look at it chronologically, mostly because the team literally vanished for fifteen years. You have the original WHA roots, the NHL transition, the heartbreaking move to Arizona, and then the massive, unexpected resurrection in 2011. It’s not just a logo. It’s a civic identity that refused to die.
The WHA Beginnings and the "Ben Hatskin" Era
When Ben Hatskin brought professional hockey to Winnipeg in 1972, he didn't overthink the branding. He just wanted to win. The original logo was basically a blue circle with "Jets" written in a chunky, white, lowercase-style font. The 'J' was a hockey stick. Simple? Yeah. Iconic? Absolutely. It felt very "1970s startup." It was the era of Bobby Hull and the "Hot Line," where the team dominated the World Hockey Association.
The design changed slightly as the decade progressed. They added more red. They leaned into the "jet" imagery by placing a small, red plane silhouette inside the loop of the 'J.' It was a bit cluttered. You had a circle, a wordmark, a hockey stick, and a plane all fighting for real estate. But for fans at the old Winnipeg Arena, it worked. It was loud. It was aggressive. It looked like the future.
The 1990s Refresh: Modernism Meets Doom
By 1990, the team needed a facelift. The "classic" look was starting to feel a bit dated, and the NHL was moving toward more "pro" aesthetics. They dropped the chunky stick-J and went with a sleek, minimalist circle. The word "JETS" was bold and capitalized, sitting atop a red hockey stick, with a small jet flying across the top.
People loved it. It was clean. It felt fast.
Unfortunately, this is the logo that most fans associate with the darkest days of the franchise. It’s the logo Teemu Selanne wore when he smashed the rookie scoring record in '93. It’s also the logo the team wore during their final game in 1996 before they were packed up and shipped to Phoenix to become the Coyotes. For a long time, that logo felt like a tombstone. It was a reminder of what Winnipeg lost. You’d see old jerseys in the back of closets, smelling like mothballs and disappointment.
The 2011 Resurrection: A Military Tribute
When True North Sports & Entertainment bought the Atlanta Thrashers and moved them to Manitoba in 2011, everyone assumed they’d just bring back the old 90s logo. They didn't. They went in a completely different direction, and it caught people off guard.
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They partnered with Reebok and the Royal Canadian Air Force (RCAF) to create something entirely new. The current logo is a direct homage to the RCAF. It features a CF-18 Hornet silhouette pointed north, encased in a compass-like circle. The blue is darker—Polar Night Blue—and the silver is meant to mimic the fuselage of a fighter jet.
Why the military tie-in?
Winnipeg has a massive historical connection to the Air Force. 17 Wing Winnipeg is right there. It wasn't just a hockey choice; it was a community choice. It felt heavy. It felt permanent. Mark Chipman, the chairman of True North, was very clear that this wasn't just "Jets 2.0." This was a new era that respected the past but didn't want to live in it.
The Secret Meaning in the Compass
If you look closely at the current primary mark, you'll notice a small notch at the very top of the circle. That’s not a design fluke. It’s a "True North" indicator. It points directly up, symbolizing the team’s location and the ownership group’s name. It’s subtle. Most people miss it.
But once you see it, you realize how much thought went into the geometry. The red maple leaf in the background is sharp, almost aggressive. It’s not the soft, rounded leaf you see on the Canadian flag. It looks like it’s made of steel.
Why the "Heritage" Logo Keeps Coming Back
Despite the success of the RCAF-inspired look, fans kept screaming for the old stuff. You can't beat nostalgia. It’s a powerful drug.
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In 2016, for the Heritage Classic, the team finally caved—sort of. They released a "Heritage" jersey that used a modified version of the 70s logo. It was cleaner, with better color balance. The "off-white" or "vintage white" gave it a creamy, storied feel.
The response was insane.
The team eventually realized that the Winnipeg Jets logo history is actually a dual-track system. They use the modern military logo for their main identity and the "Heritage" look for big events. It’s a smart move. It allows the team to sell two completely different vibes to two different generations of fans. The older crowd gets their WHA nostalgia, and the kids get the sleek, modern fighter jet.
Misconceptions About the Colors
A lot of people think the current "Aviator Blue" (the bright, lighter blue used in third jerseys) is just a random choice. It isn't. It’s actually a nod to the historical colors of the RCAF. When the team wears those bright blue jerseys, they are literally wearing the history of Canadian flight.
Also, there’s a common myth that the original 70s logo was designed by a professional firm. Nope. It was a relatively quick job meant to get the team on the ice. Sometimes, the most enduring designs are the ones that weren't over-engineered in a boardroom.
What’s Next for the Brand?
Don't expect a major overhaul anytime soon. The Jets have found a balance that most relocated teams fail to achieve. They didn't just copy the past like the Minnesota Wild (who occasionally lean too hard into the North Stars' green and gold), and they didn't completely ignore it like the Carolina Hurricanes did with the Hartford Whalers for decades.
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The current look is tied to the city's soul. As long as 17 Wing is in Winnipeg, the CF-18 will likely stay on the chest of the players.
If you’re looking to dive deeper into the visual evolution of the team, here are a few things to keep an eye on:
- Watch the Third Jersey Rotation: The "Aviator" jersey is the testing ground for new ideas. If they ever do a full rebrand, the elements will show up there first.
- Check the Shoulders: The secondary logos (the wings and the "JETS" wordmark) often hold more historical Easter eggs than the primary crest.
- The "Secret" Logo: Look up the "Script" logo used in the early 80s—it’s a rare variant that rarely gets mentioned but is a favorite among hardcore collectors.
- Collector Value: If you find an original 1990-1996 starter jacket with the "circle and stick" logo, hold onto it. The resale value has skyrocketed as the 90s aesthetic makes a comeback in streetwear.
The evolution of the brand proves that a logo is only as strong as the connection it has with the people in the stands. In Winnipeg, that connection is unbreakable.
Actionable Insights for Fans and Collectors
If you're hunting for authentic gear or trying to understand the lineage of a specific jersey, always check the "True North" tag inside the collar. Genuine modern Jets merchandise will always feature the internal "True North" branding, which was introduced to distinguish official gear from the flood of "vintage" knockoffs that appeared after the 2011 move. For those interested in the graphic design side, the specific blue used in the current primary logo is Pantone 282 C (Polar Night Blue)—knowing this is the easiest way to spot a fake jersey, as many counterfeits use a standard navy that lacks the slightly grey/teal undertone of the real thing.