The St. John's IceCaps unveiled their third team jersey over the weekend at Mile One Centre.
While the team's traditional logo was designed to represent the entire province, the new logo is more focused on the city of St. John's.
Cabot Tower, one of the best-known buildings in the city, figures prominently in the new front crest.
Newfoundland and Labrador's provincial flag is featured as one of the shoulder patches, while the logo of the Winnipeg Jets, the parent club of the IceCaps, is situated on the other shoulder.
Danny Williams, president and CEO of the IceCaps, said the jersey is everything the team wanted in a new look.
"We will always consider ourselves a provincial team, but this definitely has a St. John's feel to it," said Williams.
"It has a sharp, clean appearance with old-time hockey appeal. I'm told the players love it and I'm sure it will be quite popular with our fans."
The jersey was designed by Troy Birmingham, a graphic designer and artist from St. John's.