NHL PROTOTYPES 5: The Lost and Found

Bring on another batch of unused NHL logo and jersey designs!
In Part 5 of NHL Prototypes, we make some fun finds on eBay before digging into more designer portfolios to with dozens of examples of unused and rarely seen jersey and logos designs-commissioned and rejected by the NHL.
See a pair of black third jerseys for the Minnesota Wild and an alternate version of the Detroit Red Wings’ 2009 Winter Classic sweater. Check out some crazy ideas from the first Stadium Series. And get a load of some logos for All-Star Games that were canceled. This is a jam-packed episode!
▪️ CHAPTERS ▪️
00:00 - Introduction
01:30 - Wild Prototypes
04:24 - More eBay Finds
07:28 - NHL Event Concepts
11:15 - Unused All-Stars
14:37 - Outdoor Outtakes
16:19 - Creative Possibilities
18:09 - Team Efforts
This video showcases a variety of unused designs created under the guidance of NHL franchises and follows up on the NHL Prototypes series:
Part 1: What Might Have Been ▸ • NHL PROTOTYPES 1: What...
Part 2: Designing the ’90s ▸ • NHL PROTOTYPES 2: Desi...
Part 3: Gone But Not Forgotten ▸ • NHL PROTOTYPES 3: Gone...
Part 4: Rejected & Rediscovered ▸ • NHL PROTOTYPES 4: Reje...
Special thanks to Ryan DeRocco, Zach Cancila, and Grant Friel-for all those amazing eBay discoveries!
Featured brands include the Calgary Flames, Carolina Hurricanes, Dallas Stars, Detroit Red Wings, Minnesota Wild, New Jersey Devils, New York Islanders, New York Rangers, Ottawa Senators, Seattle Kraken, and Tampa Bay Lightning, as well as the NHL 100 Classic, NHL All-Star Game, NHL Global Series, NHL Heritage Classic, NHL Stadium Series, and NHL Winter Classic.
Includes original artwork by Adidas, Fanbrandz, Jeff Eagles, Reebok, Terry Smith, Torch Creative, and Zach Cancila.
📢 Icethetics Memberships Now Available!
Join the Icethetics channel to get access to exclusive perks-including my full conversation with Tampa Bay Lightning graphic designer Zach Cancila ▸ / @icethetics
If you’re already a member, THANK YOU!
[Zach Cancila interview recorded 3/12/23]

[@derick-smith]

The NHL Network needs to get this series on the air! Your content continues to be the best thing in the world... I don't think I overstated that.

[@icethetics]

😅 thanks, Derick!

[@kheldaur2107]

Absolutely agree. Amazing stuff.

[@thicccheese4007]

I love how professional this presentation is. It feels like I’m watching something the NHL Network or ESPN would show during the offseason to fill the hockey void

[@Sean.Cox.Tattoo]

I can't believe you keep finding more of this stuff. Thanks for bringing it to light. Amazing.

[@icethetics]

Thanks for watching!

[@tysonkehler7582]

I don’t think I’ve ever fully realized how many agencies the NHL uses for logo projects. Very cool they don’t just stick to one, and utilize many different talented artists!

[@icethetics]

True. And to be honest, I still think they could stand to hire more agencies. They do tend to rely on Fanbrandz for most of what they don’t do in-house (NHL Creative Services or Adidas/Reebok). I’d love to see more variety and more companies get opportunities for that high-profile work.

[@CrescentCitySweaters]

The only reason there’s an Eastern Conference logo on that 2017 NHL adizero sample is to show what the shoulder patch material on the jersey would be. I have a prototype from the previous all star game with a Kings logo on it despite it being representative of a division other than the Pacific for that reason

[@babyvegeta76]

Need to get those Winnipeg Jets 2.0 documents lol I remember everyone heard the team was gonna be the Manitoba Polar Bears lol and it makes me wonder why they introduced those limited jerseys for the moose games a few years ago

[@icethetics]

Haha, I think that was just a rumor... or maybe a red herring trademark filing to throw fans off the scent. But if I ever find anything to legitimize it, I’ll certainly share!

[@0yal569]

saying this is NHL quality content is disrespectful to this absolute gem of professional production

[@icethetics]

😅 I appreciate the compliments!

[@tintinsimon]

this channel is the gift that keeps on giving. more on topic, that mass produced yet unused sharks all star game logo is an absolute beauty

[@Daniel-cw8lg]

Absolutely insane quality not sure how this channel isn't bigger. Also if anybody reading this is one of the many talented concept artists, I would love to see somebody make a good chicago blackhawks jersey based on the chicago flag. I've seen a few concepts but none really hit the mark.

[@DiegoMagengo]

The quality and thoroughness of your videos is incredible, keep up the great work!

[@dinalwalters9375]

The voice actor on this is world class.

[@icethetics]

Well that’s just me narrating but thank you! 💙

[@ryantorrisi9]

For this quality of a video from a channel with 20k subscribers is crazy. Top notch quality needs to be given more recognition. Cheers man

[@icethetics]

Thank you for the kind words, Ryan!

[@nilskalle1505]

This can nerver stop! Its the best thing on youtube!

[@QualityHelicopter]

Kind of a bummer to see all sorts of cool stuff on the mood board for the 2016 Winnipeg heritage classic and it seems like absolutely none of it was used when compared to the 2011 logo which was essentially exactly the same. That unused one was a beauty, though.

[@jgagnier]

Another great edition, thanks Chris! My two takeaways: 1. I've had the idea of using the Islanders' 4 stripes as tape for the stick blade for a long time; it works fantastically in the jersey you showed! 2. I might be low key in love with that Senators rounded prototype. With juuuuust a tiny adjustment to make it look less like a 6, that's a strong initial right there.

[@noahgilson2171]

The video quality on this channel always amazes me. 10/10 content. 10/10 editing. 10/10 narration. Kudos to you on the fantastic work!

[@icethetics]

Thank you for the kind words, Noah!

[@usernotfound7160]

These videos deserve so many more views😯

[@stevenosullivan6768]

no better way to start a Saturday

[@KevinQ25]

I want Ottawa to use an alternate that goes back to their original prototypes, a red uniform with the oxidized green bronze colour of the parliament buildings as accents. Would be a pretty cool alternate

[@icethetics]

Reverse Retro probably would’ve been the best opportunity for that. Not a bad idea.

[@KevinQ25]

@@icethetics Yeah I agree!

[@Packerfan181693]

I can confirm that the 2016 All Star jersey DOES have reflective elements on the crest.

[@icethetics]

Oh, interesting. Do you have a photo you can share? All the images I have make it look like standard twill.

[@Packerfan181693]

Yes! What's the best way to send it?

[@Packerfan181693]

I sent you a DM on Twitter!

[@icethetics]

I’ll take a look.

[@DampfGecko]

Wake up babe, new icethetics video dropped

[@TheHutchIsOn]

Home jersey vs home jersey when it works looks so good.

[@estellegrignon]

I think the NBA has a system where teams get to pick whatever jersey they want for each home game, then choose one that is contrasting enough for each away game once they know their opponents' sets. Habs v. Leafs in their current home could look good, but so would it be with the Leafs' black third. (I was gonna say Leafs v. Lightning with Tampa in their black third so it doesn't look like a scrimmage game, but now that I think about it, there might not be enough contrast)

[@mcj88]

12:59 - Luckily for us the '05 and '06 All-Star Game logos made it into _ESPN NHL 2K5_ and _NHL 06_ respectively, so they'll always live on in at least some fashion. :P

[@Supernova2464]

As a Stars fan I gotta say, i quite like our current logo, how ever, I would love to see a (proper) return to the old star pattern of jersey, maybe blend the of with the new

[@every_eve]

been looking forward to this one!!

[@JD200_]

Dude you could voice documentaries. Your voice is amazing

[@icethetics]

Haha, thanks for the kind words!

[@joeynova9896]

This channel is so underrated! It should have over 500k subs! Amazing work as usual dude!

[@icethetics]

Thank you so much! 💙

[@HellScream107]

Excellent video! This video is a treasure trove of information :)

[@GCubedProductions]

Loved the inside look on the TB warmups, especially since Icethetics was used for inspiration.

[@scb84]

I actually still have a cap from what was supposed to be the 1995 All Star game and the logo on the side

[@bruno49428]

YES!!!!

[@Just_Phil_]

As a none creative person, I really like these videos looking at how designs come about. Keep up the good work

[@icethetics]

Thank you!

[@kimdufva1523]

Yes, love this!

[@cliffordjordan9577]

NHL needs this guy

[@fpjrzman]

That Gasparilla design could be the basis of a great rebrand, so they look LESS like the Leafs

[@icethetics]

Right? Could work. Plus, then you get a little sports branding overlap in Tampa with the Bucs. Like the way Pittsburgh teams are all yellow and black. Maybe all Tampa teams should all incorporate the skull and crossbones. 😅

[@aaronhuss3592]

Fantastic as always Chris! The amount of research you put into these videos is unmatched

[@icethetics]

Thank you, Aaron!

[@chrisphillips348]

Love your website and now this!

[@icethetics]

Thanks, Chris!

[@kota3233]

Your production quality is just absolutely insane!

[@icethetics]

Thanks!

[@bsauer2012]

Always amazing stuff Chris

[@icethetics]

Very kind, thank you!

[@joecapobiancojr]

The Sens alternative logo seen at 19:19 looks like a precursor of the Phoenix Suns current alternate

[@captaincanada1525]

amazing video as always

[@icethetics]

Thank you!

[@alexanderweiss926]

4:14 missed opportunity to say the jerseys made it out into the Wild 😅

[@icethetics]

Haha, that’s actually what I wrote. Decided against it while recording the VO. 😅

[@JD200_]

@@icethetics puns are ALWAYS welcome

[@icethetics]

I realize now I should’ve just committed.

[@Bends95]

Fascinating

[@youngjimmyt]

Great video as usual! Fanbrandz LLC in NJ is top quality. A+

[@icethetics]

💯

[@Feurmc_]

Wake up babe, a new icethetics video😋

[@joeholley3178]

Love your vids, I agree you should be on nhl network!!

[@icethetics]

Thanks, Joe!

[@ShadowLMAO]

You are simply the best

[@icethetics]

Thank you! 💙

[@RichardChips]

lets goooo you included the red wings jersey i sent.

[@pizzazombie5209]

I don't know, man. I looooove that second black Wild jersey.

[@Braedown]

the Nashville ASG did actully use reflective twill for the crest

[@goalhorn2012]

That D would have made that Stars uniform 100 times better

[@SalisburyTheWaterFoxxo]

The Thaw Concept would have been amazing to see

[@c_hanley]

Who else been with Icethetics since the OG NHLToL days.

[@MH-ls8mg]

I really don't like the Lightning for obvious Montreal reasons, but man o' man are some of these pirate themed jerseys awesome.

[@icethetics]

I can respect that!

[@beckm]

21:10 whoaaa is that adam fantilli?!?!?!!?

[@AwesomeSause30]

Don’t know if this really means anything, but the black Canes prototype was a Staal jersey with the Captain C but Staal wasn’t Captain when the jersey was released - it was Justin Williams

[@icethetics]

Funny story, that. For a 2018-19 release, this jersey would have been in development during the 2017-18 season-during which time Jordan Staal served as co-captain with Justin Faulk. So it makes sense when you take the production timeline into account.

[@fantasticvoyage262]

What a shame the Flames never broke out those beauties. Maybe someday.

[@fantasticvoyage262]

I don't like the Lightning text jersey. But the ship wheel is really good.

[@TheCoquifrog]

I love the idea of a black wild jersey but hate the word logo. A while ago when adidas started making their jerseys and they got a new home jersey I emailed someone from the Hockey Lodge where I bought the new home jersey asking if they were gonna make a third jersey and he emailed me back saying yes. Idk y they never came out with one.

[@johnstodola1298]

I love these videos I hope we get a part 6

[@icethetics]

Same! As more stuff keeps popping up, I’ll be collecting it for the next episode.

[@mikeomoran9256]

Aa a Wild fan im glad that those were rejected

[@edsontransports9400]

I'm disappointed those were rejected.

[@fantasticvoyage262]

Same. I don't like either.

[@matteofabrizi3527]

I’m surprised you didn’t talk about the 2013 all star game

[@icethetics]

Yeah, I had that in my script initially, but took it out since they ended up using the same logo for the 2015 game when it got rescheduled. So it didn’t really fit in the “unused logos” category. Same with the 2013 Winter Classic, for that matter.

[@dmoran1093]

I saw that wild jersey on ebay

[@zacharyscott1264]

Yah I asked him how he got It, he wasn’t very informative or helpful

[@fantasticvoyage262]

I wonder if it was an ex employee that never disposed of them once they were rejected.

[@joelenns5020]

I would love if one of those unused Gasparilla concepts for the Lightning could become a permanent third jersey

[@edsontransports9400]

Same

[@Eric-2720]

Wicked early for a video

[@icethetics]

Is that better than wicked late?

[@edsontransports9400]

@@icethetics MUCH BETTER.

[@DJVexillum]

I'm sure Buffalo would have had something to say about those Tampa Gasparilla jerseys if they were anything but warm-ups. Crossed swords? Come on!

[@icethetics]

🤣

[@stuebes177]

Were those Tampa helmets matte black?

[@unholylillim]

I love sharks

[@icethetics]

🦈

[@dubh_glas95]

I want that Minnesota jersey

[@ericksheldon3870]

9:26 I don’t know how they did it but they managed to make every single one awful.

[@wilferrero244]

Can the Gasparilla jersey just be Tampa's full-time jersey? Hot damn those are nice

[@Sabres15]

Those islander jerseys are horrendous

[@SuperRangers21]

16:26 that’s just a Rangers logo with the word heritage classic in it.

[@fantasticvoyage262]

I'm glad the Senators never chose any of those ugly or boring logos. The centurion was perfect.

[@icethetics]

Just goes to show how tastes change over time, doesn’t it?

[@fantasticvoyage262]

@@icethetics Right. My taste doesn't change much over time. But I have noticed how popular all these Reverse Retros are when most of what they were derived from were strongly disliked when they debuted. What was out then, is in now. For instance, I really liked the Capitals screaming eagle, Coyotes masked coyote, and Bruins bear head the first time they were worn. But I remember most did not. Now they all sell quite well.

[@kj6446]

Yet another video showing a Dallas concept better than their current jersey.

[@jwbogacki]

Kind of funny how they still call it a "stadium series", when it's been only one game a year most of the time instead of number of games like it's first year. They ought to drop the name or just change the name. The peace tower jersey for ottawa should be considered for a future reverse retro jersey someday.

[@edsontransports9400]

The RR should be here next year for a '' Farewell Tour " tho. IMO.

[@fantasticvoyage262]

That's why I partially like what the Blues did. They took an unused concept, and brought it back out of the vault for a Reverse Retro.

[@dontletherspeak7575]

WHY DIDN'T THE FLAMES WEAR THOSE?!?!

[@icethetics]

I wish I knew.

[@edsontransports9400]

WHY DIDN'T THE FLAMES KEEP THE 2013-16 ALTERNATE????????

[@joeholley3178]

Btw what do you use to edit videos and where do you source your footage?

[@icethetics]

I edit in Adobe Premiere Pro and footage comes mostly from official team and league channels or where otherwise noted. I’m something of a digital packrat so I have hard drives full of old images and video clips. Basically, if a team tweets something about a uniform, it’s a safe bet I’ve archived it. Never know when I’ll need to reference it again. 😅

[@jnelsgaming8573]

Wild should go back to a red jersey

[@MisterMike95]

This video was awesome! …but I think that Detroit Reebok concept was a fake. The collar looked like a fake jersey collar

[@icethetics]

That was the standard Reebok Edge lace-up collar at that time. It’s the same collar that was used in the final jersey design. The details in the prototype tags also lend further credibility to this being a legitimate Reebok product.

[@lordbraunschweiger7814]

Can someone inform the Florida Marlins about these tv tests..... The black on black on black isn't working

[@danny9405]

I’m so happy the isles did not go with that abhorrent logo. That is likely the ugliest logo I have ever seen.

[@edsontransports9400]

The Wild black jerseys are amazing. Shame that it was never used in an NHL game. They could've changed colors though.

[@alexcarlon7960]

What’s up with all the distracting snow effects in the entire video?

[@REDKRAKEN18]

You gotta love seeing Arizona getting snubbed from hosting the All-Star game

[@Jake_Broer]

I'm a simple man. I want to see Minnesota wear the North Stars colors with a stylized "M" from their wordmark. The RR jerseys were a step in the right direction. I just hope they can finally take back those colors for Minnesota or bring in a new spin on the colors/logo.

[@evandunlop4664]

The Lightning's branding is really just a rip off of the Leafs.

[@bikesarebest]

Your videos are fantastic! Thank you for the great content

[@icethetics]

Thank you for watching!