After spending a year in the boardroom, the National Hockey League decided it needed a little facelift.
As part of a marketing plan to revamp its image with the ratification of the collective bargaining agreement, the NHL unveiled an updated logo on Friday.
The new mark maintains its time-honoured shape of the original shield, but changes its dominant colour from orange to silver. It also "uses upward-reading letters to project a vibrant, optimistic image."
The colour change, according to the NHL press release, is in homage to the sterling silver of the Stanley Cup.
NHL design director Paul Conway created the new shield. It is part of a comprehensive brand identity initiative launched last year.