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IceCaps usher in new wave of hockey to St. John's

Name and logo showcase rugged nature of the province and its people

Friday, 29.07.2011 / 10:27 AM / News Articles
Winnipeg Jets
ST. JOHN'S – Danny Williams, President and Chief Executive Officer, today announced that the new AHL franchise in Newfoundland and Labrador will be called the St. John's IceCaps.  Williams was joined by Glenn Stanford, AHL Governor and Chief Operating Officer of the team, at Mile One Centre, where they also unveiled the team logo.

“I am so pleased to present the St. John's IceCaps and our new logo to fans, as we begin a new era of professional hockey in the province," said Mr. Williams.  “The IceCaps is a name that I am confident hockey fans will support as it captures both our rich hockey history with a reference to the Caps, while at the same time capturing a natural element that is iconic for the province, ice. We wanted to ensure that, although the team is based in our capital city, the province as a whole can identify with it and embrace it as their own."

The logo consists of IceCaps over rugged mountains. The mountains are capped with ice that is an illustrative map of Newfoundland and Labrador. The colours are reflective of those used in the logo of the parent team, the Winnipeg Jets.  Known for its tough but resilient northern climate, Newfoundland and Labrador has strong ties to ice in many forms.  From the iconic majestic iceberg, which attracts hundreds of thousands of tourists a year, to ocean exploration and ice capped landscapes, the association of the word to a sport that is played on an ice surface was a natural fit in naming the team.  “Caps" not only perfectly complements the name in the literal translation of an icecap, it is also pays tribute to the St. John's Caps, a Newfoundland Amateur Hockey Association team which played in the former provincial senior hockey league. 

“The beauty of the ice-capped mountains, the outline of Newfoundland and Labrador displayed prominently and the jagged look of the mountains themselves are all indicative of the robust nature of our province," said Mr. Stanford. “We also expect it to be a staple of our team; hard-working, tough and rock solid."

Williams said it was important to him to ensure the province was represented well in the new name and logo, as it will be a marketing tool for Newfoundland and Labrador in 29 other cities throughout the league.

“From Houston to Abbotsford, B.C. to Chicago and Milwaukee, this name and image will market not just our team, but also our province," added Mr. Williams.  “In every aspect of my life from business to politics to hockey, I have always made every effort to promote this incredible province to the world, as a unique and attractive place. In this name and with this logo, we have captured the essence of what it is to be a province in the middle of the North Atlantic.  We have built on our strengths and our natural assets, and created a team name that will once again put this province on the map."

Stanford said with 20 years experience in the AHL, he is excited to introduce to name and logo to the league where brand is so important. 

“It is critical to have a name and logo that fans at home can embrace and fans on the road will remember," said Mr. Stanford.  “This name and logo does both.  The St. John's IceCaps will be a memorable and easily identifiable team in the league, and I am excited to start promoting it both here at home and abroad."

Following the announcement, a number of young hockey fans paraded through Mile One sporting the new logo.  Merchandise can be purchased starting immediately at the following retail locations throughout the city: That Pro Look, Maverick Sports and Collectibles, Play-it-Again Sports and Sportscraft.

Mr. Williams also announced that the team's home opener will be played on October 14th at Mile One Centre. The opposing team has yet to be named.

The St. John's IceCaps are the newest team in the American Hockey League, and bring pro hockey back to St. John's after a six-year hiatus.  St. John's is the farm team of the Winnipeg Jets.

Background information on the rationale behind the IceCaps name and logo

The Name:

The team name, IceCaps, is a clever combination of the history we are so proud of and the climate and landscape for which we are so well known.

The name is nostalgic of the St. John's Caps, the local NAHA senior hockey team, circa 1960. The Caps, of course, is short for Capitals, St. John's being the capital city of Newfoundland and Labrador.

Newfoundland and Labrador is known for many things – our culture, charm, humour, character, strength of self, determination in the face of adversity, and so on.  And one of our main icons from a tourism perspective has always been the majestic iceberg.  For years, the iceberg has been a major component of our tourism marketing.  The prospect of seeing an iceberg up close and personal is something that has attracted people here from all over the world.  In fact, this year is said to be one of the best iceberg seasons in a long time. In addition to being a tourism icon, our entrepreneurial people have turned our icebergs into lucrative businesses, creating a breadth of products from our icebergs.

In more recent times, the province has also established itself as a world leader in ocean technology.  From the Marine Institute to C-CORE and other organizations, the province has become international experts in ocean research and development, exploration, ice patrol and monitoring, innovative technology, etc.

The concept of incorporating the province's natural assets and rich history into the new name of the team, was key in the decision making process.

The Logo:

The logo features a jagged mountain or rock with the geographic shape of Newfoundland and Labrador on its surface like snow or ice. This province is beloved for its rugged landscape, geology, and snow-capped mountains in our northern regions.

The map of Newfoundland and Labrador was purposely incorporated in the logo to declare this a hockey team for the entire province, not just the city of St. John's.

The colours in the logo represent the coldness of ice, as well as our ocean culture. In fact, when you look at the word IceCaps, you can see the line where the ocean meets the sky. The colours also stay true to those of our parent NHL team, the Winnipeg Jets.

The mountain graphic and the IceCaps font are purposely jagged and edgy: rugged like our land, strong like our people, and fierce like our hunger for hockey.

SCHEDULE

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AWAY
PROMOTIONAL

STANDINGS

WESTERN CONFERENCE
  TEAM GP W L OT GF GA PTS
1 z - ANA 82 54 20 8 266 209 116
2 y - COL 82 52 22 8 250 220 112
3 x - STL 82 52 23 7 248 191 111
4 x - SJS 82 51 22 9 249 200 111
5 x - CHI 82 46 21 15 267 220 107
6 x - LAK 82 46 28 8 206 174 100
7 x - MIN 82 43 27 12 207 206 98
8 x - DAL 82 40 31 11 235 228 91
9 PHX 82 37 30 15 216 231 89
10 NSH 82 38 32 12 216 242 88
11 WPG 82 37 35 10 227 237 84
12 VAN 82 36 35 11 196 223 83
13 CGY 82 35 40 7 209 241 77
14 EDM 82 29 44 9 203 270 67

STATS

2013-2014 REGULAR SEASON
SKATERS: GP G A +/- Pts
B. Wheeler 82 28 41 4 69
B. Little 82 23 41 8 64
D. Byfuglien 78 20 36 -20 56
A. Ladd 78 23 31 8 54
O. Jokinen 82 18 25 -8 43
M. Frolik 81 15 27 8 42
E. Kane 63 19 22 -7 41
M. Scheifele 63 13 21 9 34
T. Enstrom 82 10 20 -9 30
J. Trouba 65 10 19 4 29
 
GOALIES: W L OT Sv% GAA
A. Montoya 13 8 3 .920 2.30
O. Pavelec 22 26 7 .901 3.01