There’s one thing new within the water in Cleveland: a brand new model id for town’s American Hockey League franchise.
The Cleveland Monsters unveiled the brand new id on Wednesday, July 12. It’s “the end result of a multi-year course of led completely by an inside workforce of brand name managers and graphic designers from Rock Leisure Group,” in response to the team’s website. The id features a new set of logos and a simplified coloration scheme of blue, black and gold.
“Black and Blue Hockey is about extra than simply the evolution of our colours,” stated Ben Adams, the Monsters’ senior vice chairman and chief advertising officer. “It’s in regards to the model of hockey performed by our Monsters and the toughness of town this workforce represents.”
The brand new major brand includes a head-on view of a black monster rising from the blue waters of Lake Erie, surrounded by a black roundel bordered in gold that features the workforce title in a white, nautical-inspired font.
The secondary brand is the acquainted silhouette of the lake monster that the workforce has used since its inception in 2006 because the Lake Erie Monsters, however with the brand new colours utilized. The tertiary brand is a stylized M with serifs, bevels and “a tail that may be a nod to what would possibly lie beneath the floor within the depths of Lake Erie.” The stylized M can also be discovered within the new wordmark.
Together with the logos, the Monsters additionally unveiled new jerseys on Wednesday. Each the white and black variations of the jersey have the secondary brand on the entrance together with blue and gold striping on the waist and sleeves; the highest fringe of the broad blue stripe has a refined wave form. Each jerseys even have the brand new major brand on the left shoulder and the emblem of their NHL affiliate, the Columbus Blue Jackets, on the correct shoulder.
The names on the again of the white jersey are blue, whereas the numbers are blue with a gold define. On the black jersey, the names are gold and the numbers are white with a gold define.
The Monsters are additionally carrying ahead a blue jersey that they first wore within the AHL Outside Traditional in March 2023. It has the first brand on the entrance and black and gold striping on the waist and sleeves. The numbers are one-color white, whereas the nameplates are black with white lettering.
Previous to Wednesday’s reveal, the Monsters had worn jerseys that had been heavy on maroon, gold and black — the colours of the Cleveland Cavaliers, with whom the Monsters share an proprietor (Dan Gilbert) and a house area, the Rocket Mortgage Fieldhouse. They modified their title from the Lake Erie Monsters to the Cleveland Monsters in 2016.
The Monsters kick off their 2023-24 AHL common season on the street in opposition to the Lehigh Valley Phantoms on Saturday, October 14. Their dwelling opener is on Friday, October 20 in opposition to the Syracuse Crunch.