Columbus’s home team brand identity strengthens connections with fans, reinforcing elements of state heritage and regional pride.

The Columbus Blue Jackets and SME have enjoyed a long and mutually beneficial relationship that began with a re-branding and re-positioning of the franchise. The brand identity was revised to connect more deeply to the state of Ohio, a strong source of pride for Columbus fans, by using the state flag as the central design element in the primary mark. The secondary mark preserved the Union Blue worn by Ohioan Civil War patriots. The partnership continued with a strategic positioning initiative, Jackets Time, and the design of the team’s tenth anniversary uniform patch.