Main Caption: The Boston Bruins, the National Hockey League (NHL) team owned by Delaware North Chairman Jeremy Jacobs, last week unveiled a new brand identity which honors the storied history of the team while looking ahead to the future.
The Boston Bruins, owned by Delaware North Chairman Jeremy Jacobs, have officially launched a new brand identity, ushering in a fresh chapter for the storied franchise as it prepares for the 2025–26 National Hockey League (NHL) season.
The June 25 announcement was just the beginning of a coordinated rollout highlighting a refreshed tandem of primary logos, new home and away jerseys, and an updated brand platform that coincided with the 2025 NHL Draft and the unofficial start of the new season.
“Next season marks the start of a new chapter in Boston Bruins history; and as we turn the page, we are excited do so with a new look and feel,” said Bruins President Cam Neely. “Combining some fan-favorite elements from the past with a refreshed style, these sweaters are going to look sharp on TD Garden ice in the fall.”
At the heart of the refresh is a revitalized tandem of the iconic “Spoked-B” logos, which will now serve as the club’s primary marks. These updated crests blend the vintage spokes worn by legends like Bobby Orr with a modern serif varsity “B,” maintaining the club’s deep roots while signaling a bold step forward. The dark-background version will appear on the home jerseys, while the light-background version will be used for away jerseys.
Surrounding the Block-B remains the 8-spoke hub, as a nod to Boston’s nickname (“The Hub”) and representing the team’s home city for over 100 years. The first “Spoked-B” logo was introduced in 1948 in celebration of the club’s 25th anniversary.
The brand refresh is more than just a visual update. It’s anchored in a new slogan: “Built by Boston, Powered by Tradition,” paying homage to the city’s influence on the team’s identity and the legacy that continues to drive the franchise forward.
The rebrand has already garnered attention from major outlets, including The Boston Globe and Sports Business Journal, with coverage praising the team’s ability to honor its heritage while embracing a modern aesthetic. Videos featuring legendary actor Michael J. Fox and the voice of actor Denis Leary were featured on the Bruins’ social media channels to build up excitement of the announcements.
As the Bruins gear up for the 2025–26 season, fans can expect more excitement, including new merchandise featuring the team’s new marks, theme nights and giveaways at Delaware North-owned-and-operated TD Garden and more.
With a refreshed look and a renewed sense of purpose, the Bruins are skating confidently into their next century.