True North Sports & Entertainment is proud to unveil today the primary and secondary logos for the Winnipeg Jets Hockey Club which will begin play in the National Hockey League in 2011.

The design for the new logo, which was developed in partnership with Reebok and the NHL, was inspired by the logo of the Royal Canadian Air Force.“True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity,” said Mark Chipman, Chairman & Governor of True North Sports & Entertainment. “We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to our country’s remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces.”True North Sports & Entertainment would also like to thank the Department of National Defence for their assistance in the process.“We have always had a close relationship with 17 Wing throughout the years, dating back to our annual Manitoba Moose Military Night,” said Dorian Morphy, Senior Director, Marketing & Brand Management of True North Sports & Entertainment. “We are thrilled to be able to continue this relationship in a significant way. The design cues for the plane were inspired by the military jets flown by the Air Force over the years. So not only were we able to establish a new identity for our brand, but we were able to maintain a traditional, time honoured look to the logo.”The Winnipeg Jets will unveil their uniforms and uniform colors at a later date.Fans can purchase Winnipeg Jets hats, t-shirts, and kids wear IMMEDIATELY at the new team store “Jets Gear”, formerly known as “Off The Rack” Moose Store, located at the corner of Portage & Hargrave. The store will be open tonight until 10:00 p.m., tomorrow, Saturday, July 23rd between 10:00 and 6:00 p.m. and then on Sunday from noon to 5:00 p.m.Jets forward Eric Fehr will be signing autographs at the store tomorrow from 12:00 to 1:00 p.m.