Sea Dogs unveil revamped logo, jerseys

SAINT JOHN - The Saint John Sea Dogs will have an entirely new look for the 2025-26 season.

At an event held at The Country Club on the Boardwalk on Saturday, the team unveiled an updated logo and jerseys. It's the first logo redesign since the club entered the QMJHL in 2005. As for the jersey, the Sea Dogs have been wearing nearly the same design since the 2009-10 season.

Here's a look at the revamped logo, which still resembles the team's original logo.

And here's a look at the team's new home and away jerseys, which are notably Under Armour branded – the CHL's new jersey supplier.

The Sea Dogs will not have a third jersey for this coming season.

The club also unveiled a new wordmark, another piece of branding that hadn't been updated since the 2005 launch.

Speaking at the event, Sea Dogs president Trevor Georgie said the team had been working on the new look for two years. Sea Dogs head coach and general manager Travis Crickard also spoke at the event as did Brian Gundell, the designer who made the logo.

After some technical difficulties, the team officially unveiled the new logo with the below video, which was narrated by Maestro Fresh Wes.

Welcome to the #NextWave of Sea Dogs hockey.

Narrated by Maestro Fresh Wes.#GoDogsGo pic.twitter.com/TqGsvqjVwE

— Saint John Sea Dogs (@SJSeaDogs) July 5, 2025

A limited amount of merchandise was for sale. The team said this limited batch of merchandise would be all that's available until the season starts. There were also no jerseys to even display.

The Sea Dogs had been teasing Saturday's event for a few days now. They've also been using the "Next Wave" tagline for a few weeks. 

The team did an impressive job keeping things under wraps until Saturday's event – even though the logo and wordmark have been publicly listed on the federal trademark website for quite some time.