Sea Dogs to unveil "evolved brand"

Michael Hawkins/Saint John Sea Dogs

QUISPAMSIS - The Saint John Sea Dogs are poised to make a major announcement at a private event on Saturday.

In an email to invitees, Sea Dogs president Trevor Georgie said the team will unveil an "evolved brand."

Over the past year, we’ve been working closely with a top-tier design agency—renowned for its work with NHL teams and major professional sports brands—to evolve the Sea Dogs identity. 

As we look ahead to the future while honouring 20 seasons of history, we invite you to be the first to experience the next wave of Sea Dogs hockey, both on and off the ice. This will be the official first look at our evolved brand, and we’ll also be joined by several of our young players and recently drafted Sea Dogs.

Over the past couple weeks, the Sea Dogs have been posting creative with the "Next Wave" tagline attached to it. New font has also been utilized. 

This week, the Sea Dogs dropped a couple teasers, hinting at Saturday's announcement.

72 hours 🌊#GoDogsGo | #NextWave pic.twitter.com/rG8rAZXgpW

— Saint John Sea Dogs (@SJSeaDogs) July 2, 2025

24 hours. 👁️#GoDogsGo | #NextWave pic.twitter.com/T3xr8traXg

— Saint John Sea Dogs (@SJSeaDogs) July 4, 2025

The Sea Dogs have been using the same logo and font since they entered the QMJHL in 2005. They've also been using the same style jersey since the 2009-10 season. The majority of QMJHL teams have gone through some kind of rebrand over this time, even if minor.

The Sea Dogs have also marked down the majority of their merchandise available online, another sign that something big is coming here.