The Tampa Bay Lightning finally unveiled their new look, or brand transformation if you will, on Monday during a press conference at St. Pete Times Forum. The Lightning will continue to wear their current logo and uniforms for the remainder of the 2010-11 season before donning the new look to kick off the 2011-12 campaign. Although the new sweaters will not be worn this season, it is being reported that the new logo and look will appear throughout the arena as the club will “phase-in” their new brand.

The new sweaters appear to be somewhat derivative of the Toronto Maple Leafs colour scheme, but offer a much more ‘classic’ look compared to the busy look of their current sweaters. The primary logo will be the same for the road and home sweaters, although, the white jerseys will feature ‘Tampa Bay’ lettering.

The club also introduced a secondary logo, which, is very much in line with the third jersey look that the Pittsburgh Penguins, Florida Panthers, St. Louis Blues, and Columbus Blue Jackets are using. The new look borrows part of its colour scheme from the panned ‘Bolts’ sweaters that the Lightning currently use as an alternate. The striking blue tone is very similar, while the club opted for a simple design in a move away from what they currently wear.

General manager Steve Yzerman sees the new look as a move to foster a rich tradition in Tampa Bay, via Fox Sports Florida:

“When a player pulls on the Lightning sweater, we want him to know exactly who he represents and what the mark he is wearing stands for… The long-term goal is for the Lightning to be an iconic franchise, rich in tradition with championship values and a strong legacy.”

We’ll give the new look a thumbs up for its colour scheme and simplicity. The new logo may take some getting used to as it almost looks as though it’s a homemade iron on patch that belongs on a denim jacket… from outer space.

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