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Ottawa Senators: A Team Re-brand And Culture Change

By Alexander O'Reilly

VANCOUVER, BC - MARCH 02: (EDITORIAL USE ONLY) Ottawa Senators team jerseys hang in the locker room prior to the start of the 2014 Tim Hortons NHL Heritage Classic game against the Vancouver Canucks at BC Place on March 2, 2014 in Vancouver, British Columbia, Canada. (Photo by Andre Ringuette/NHLI via Getty Images)
VANCOUVER, BC - MARCH 02: (EDITORIAL USE ONLY) Ottawa Senators team jerseys hang in the locker room prior to the start of the 2014 Tim Hortons NHL Heritage Classic game against the Vancouver Canucks at BC Place on March 2, 2014 in Vancouver, British Columbia, Canada. (Photo by Andre Ringuette/NHLI via Getty Images) /
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The Ottawa Senators have spent their entire modern history with the Centurion as their logo. It has seen minor changes, whether it be 2-D or 3-D. The colours behind the logo has been slightly different. However, it’s been around ever since the team joined the league in 1992. Now, as we approach the 2017-2018 NHL season, the Ottawa Senators are entering a re-branding.

For this season the NHL has a rule in place where teams are not allowed to use third jerseys. They may only use their standard home and away uniforms. As a result the Sens will not be allowed to ice the ever popular “O” Jerseys. The Sens will only use the Centurion. However, this may not last for long as the Sens have begun to re-brand the team.

The Sens are taking steps towards transitioning their popular “O” jerseys into their main uniforms. Center ice at the Canadian Tire Center has already been changed to display the “O.” Although they won’t use them this upcoming season, 2018-2019 could be the year the Sens make the full transition.

The “O” jerseys were developed for the heritage classic a few years ago. They were the logo that were used for the old Ottawa Senators of the 1920s. The teams that one many Stanley Cups, did so with that logo on their chests. Now the Sens will do the same.

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Although this is a re-branding it is also a symbolic transition. The Sens never won anything with the old logo. They made the finals once but that doesn’t mean anything if you don’t win. There were no Stanley Cups in Ottawa and there haven’t been for nearly 100 years. Switching to the jerseys of old is a change in team culture. No longer will the team settle for being mediocre. The Sens are ready to win like the teams of old.

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