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

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WESTERN CONFERENCE
  TEAM GP W L OT GF GA PTS
1 NSH 62 41 14 7 188 147 89
2 ANA 62 38 17 7 182 174 83
3 STL 61 39 18 4 190 152 82
4 CHI 62 37 20 5 183 146 79
5 WPG 63 31 20 12 174 170 74
6 VAN 61 35 23 3 174 162 73
7 MIN 61 32 22 7 173 160 71
8 LAK 60 29 19 12 162 153 70
9 CGY 61 33 24 4 174 158 70
10 SJS 62 30 24 8 173 177 68
11 DAL 61 27 25 9 191 202 63
12 COL 61 26 24 11 161 175 63
13 ARI 62 20 35 7 137 210 47
14 EDM 62 18 34 10 142 206 46

STATS

2014-2015 REGULAR SEASON
SKATERS: GP G A +/- Pts
B. Little 63 24 26 9 50
A. Ladd 63 20 30 12 50
B. Wheeler 61 16 28 12 44
D. Byfuglien 63 15 26 6 41
M. Perreault 56 18 18 3 36
M. Scheifele 63 10 25 4 35
M. Frolik 63 13 19 3 32
D. Stafford 57 10 17 -18 27
J. Tlusty 53 13 10 -17 23
E. Kane 37 10 12 -1 22
 
GOALIES: W L OT Sv% GAA
M. Hutchinson 18 7 5 .920 2.29
O. Pavelec 13 13 7 .909 2.60
 
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