NHL unveils fresh new look for its postseason; first makeover in 13 seasons includes 'reimagined' Stanley Cup logo

The Stanley Cup Playoffs are getting a makeover for the first time in 13 seasons.

The NHL revealed new branding for its postseason on Monday, with the most photorealistic version of the Stanley Cup it has ever used in a logo.

«We felt it was time for a fresh and energetic change. Some of that was coming out of COVID and, having two new broadcast partners, the time was right for us to explore what a new, reimagined Stanley Cup can look like,» Paul Conway, NHL vice president of creative services, told ESPN.

The NHL has used the same basic logo for the past 13 seasons. It worked on reimagining that logo for more than two years.

The redesign had three main components:

Fonts: The design team wanted to create new fonts that were grounded in the Cup's history. Taking inspiration from the 1925 Stanley Cup winning Victoria Cougars' etching on the trophy, the NHL created «Victoria SC Serif.» The second font was inspired by the entrance to Montreal's Windsor Hotel, which is where the NHL was founded in 1917. They named it Windsor Sans.

Updating the Cup: The Cup illustration for the logo is more photorealistic than previous incarnations. The designers went through «hundreds» of incarnations, attempting to mimic the reflective quality of it. For the first time, the etchings on the trophy have been highlighted, which was something NHL commissioner Gary Bettman had requested.

«We had originally presented the Cup illustration to Gary during the approval process. He thought it looked great but he said, 'It's missing the etchings,'» said Conway. «It really brought it over the finish line. It's the only sports trophy with every winner etched on it. Why wouldn't you want to tell that story?»

Holding the shape: Along with the wordmark and