NHL PROTOTYPES 3: Gone But Not Forgotten

Get ready for another peek at rejected NHL logo and jersey designs! The third installment of this series uncovers prototypes and concept art that have rarely been seen.
See what the New York Rangers considered alongside the Lady Liberty third jersey. What a Minnesota North Stars jersey could have looked like in Dallas. And Florida Panthers gloves with claws!
▪️ CHAPTERS ▪️
00:00 - Introduction
01:24 - The ’90s Revisted
04:21 - Name That Team!
06:08 - Landing a Logo
10:53 - Rebranding With Abandon
13:15 - Designs to Celebrate
14:41 - Bonus: Mysteries to Ponder
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...
Special thanks to Joe DeLessio for sharing his thoughts on rediscovering a video by MSG Networks about the Rangers’ third jersey design.
Featured teams include the Anaheim Ducks, Atlanta Thrashers, Buffalo Sabres, Columbus Blue Jackets, Dallas Stars, Edmonton Oilers, Florida Panthers, New Jersey Devils, New York Rangers, Ottawa Senators, Phoenix Coyotes, Pittsburgh Penguins, San Jose Sharks, Vegas Golden Knights, Washington Capitals, and Winnipeg Jets.
Includes original artwork by Jacob Barrette, Fanbrandz, Greg Fisher, ProPlayer, Reebok, Dave Scheponik, Terry Smith, and Valentine Design.

[@jayp.6166]

I've said it before and I'll say it a million more times....the Reebok Edge cut was the WORST thing to happen to NHL sweater design in league history.

[@VictorDiGiovanni]

These are simply top-notch produced videos. I know you're a professional video production person, and as a fellow video production professional, I can see just how much work and care you put into these. I also know that as a professional video producer, the last thing you want to do in your free time is more video work, so the fact that these are so beautifully-produced is even more impressive.

[@icethetics]

Haha, you get me. 😅 That's exactly why I've gone such long stretches with no new videos on this channel. Those are the times when I've been busiest at work. And the last thing I want to look at when I get home is another Premiere sequence. But I do have a fun time making these!

[@janwerthwein820]

Love the motion graphics as well. Cheers from a fellow motion designer 🍺

[@achildr1]

As a videographer…completely agree. Well done, Icethetics!

[@AmokCanuck]

@@icethetics we really appreciate you man. You have a great talent.

[@pens87668]

That Dallas throwback to the North Stars is gorgeous!

[@williamyokum9802]

I do love it

[@henrymanzano9168]

The Dallas Stars would have looked amazing in the current look with the 90s colors. That gold really popped! Also, that logo in the upper left for the Atlanta Thrashers at 8:02 ? Just FIRE!

[@scootscootriot1020]

I was just about to say that about the Thrashers logo at 8:02. Upper Left looks bad @$$.

[@TheYaegerjeusmc]

@Lesco Brandon it’s an exact copy of the North Stars logo, replaced with a D.

[@chiefkeef74]

We will not mention the Mooterus.

[@odin1311]

the Thrashers logos are my favourite thing about this video

[@estellegrignon]

Imagine being a kid at Halloween, going door to door and, when you get home, every single candy you have is one you've never seen before. That's how exciting it was watching this video 💙

[@SaskStarsFan]

Thanks for featuring my 2 Stars jerseys!!

[@icethetics]

Thank you for sharing your photos!

[@mrao9068]

This channel is so underrated. Hope to see this channel grow in the coming years.

[@icethetics]

You and me both. Thanks!

[@a8m345]

I don’t know how this guy hasn’t Blown up, these videos are awesome and really don’t have anything wrong with them, they’re clear, concise, and easy to watch and the voice fits perfectly with the feel of these videos. Keep it up man

[@icethetics]

Thank you for the kind words!

[@dontletherspeak7575]

Disagree on the Stars jersey, that prototype at 11:12 is exactly what they should have gone with instead of the lawn green rangers jerseys.

[@singlewalkrun]

totally agree with you. I think it looks so much better in the dark green and gold

[@Legosiguess]

Yep

[@MosesKenobi]

It's interesting that this video dropped today, because the 3rd Gladiators' Atlanta Hockey Heritage game was last night. I have a picture of those concept logos from when I went to the first Heritage Night 4 years ago.

[@icethetics]

Ah, I didn't even realize. Lucky timing!

[@MosesKenobi]

@@icethetics BTW, thank you for acknowledging the Thrashers. There are more than a few people that would like the Jets 2.0's history in Atlanta under the rug.

[@icethetics]

I'm with you. You'd think Winnipeg fans, of all people, could empathize with a city losing their team.

[@Natopower]

@@icethetics I'm a DIEHARD jets fan and miss Atlanta like crazy. That fanbase deserved better.

[@henryca03]

So many hockey traditionalists want to write off Atlanta as a lost cause, but if the right opportunity presents itself, the Peach State will get a third shot in the NHL.

[@BruinsFan-qk2zt]

Honestly seeing these unused designs makes me want Adidas to make a “what if” jersey set. Something to resurrect some of the better ditched designs in the NHL.

[@MyDadsYouTube]

Right?

[@sportsnstuff5557]

I feel like the issue with this is not every team has a ton of prototypes to fall back on, but I'd love Adidas to make these since we can see these abandoned styles

[@icethetics]

I think what you mean is many teams don’t have prototypes that are widely known about. Those are rare. Every team has a ton of unused work that’s never seen the light of day.

[@Tech_-on1ou]

Preds having clawed gloves would be 🔥🔥🔥

[@hockeynut178]

I love seeing the prototypes. As a winnipeg fan I’d love to see more of the options they had when they came back in 2010 but it is amazing to see all the teams histories like this

[@willmccoy13]

The Panthers jersey at 7:27 also has blue numbers instead of the white ones that made the final cut. Another prototype discovery! Also, I feel like the Oilers mystery jersey might have been a Reverse Retro prototype, with the retro colors and all. It was probably scrapped because of the obvious similarity to the regular home jersey.

[@silverbeach85]

Good that finally released the white and very interesting the gloves prototype LOL

[@Shr1mp0]

Really wasn’t expecting an Atlanta Gladiators shoutout in this video! We actually just had our hockey heritage night though it was spoiled by some really bad refs.

[@VictorDiGiovanni]

Awesome video. I was literally today wondering out loud, "Hey! Did I miss some Icethetics videos?"

[@CrescentCitySweaters]

Thanks for showing off my Sabres 50th. Was my first prototype in a collection that now includes 12 and I’m always looking for more!

[@salisburythefox8324]

4:12 BRO THAT Coyotes logo is sick. Sadly, was not used. I would of bought one

[@bretcompton8518]

i really like that logo. It has a minor league feel which i like.

[@miketaylorID1]

This video of yours checks so many boxes for me! A Hockey fan for life Who cut his teeth as a newly minted designer in 1992. They were wild times for sure. We had front row seats to the digital revolution. Corel painter. Adobe illustrator and Photoshop unleashed a tidal wave of creativity! A lot of the style you see in branding from that time was a direct result of artists pushing these new applications for all they were worth. Choices were infinite. It wasn’t so much a matter of getting the job done as it was to knowing when to stop! Many a night I would get lost exploring concepts and realizing it was two or three in the morning! Thanks for putting this series together. A Herculean task. Especially if you’re working by yourself. Mega kudos!

[@rileykazama3145]

The coyotes logo concepts were lit

[@SportsFan-vq9kk]

Little did they know after this they same people went on to do the Odessa logo in 1997

[@JerzeyJimmy]

man, the Stars _really_ should've kept the dark green and gold.

[@cameastonphotos]

Blown away by the quality of your videos. Feels like a well developed documentary from a studio. NHL Network should hire you!

[@filipnassen9076]

The Thrashers prototype logo was amazing.

[@willthatcher9686]

That Rangers Jersey at the end was so sick. Thanks for the videos. As a graphic designer and hockey fan this is the perfect channel for me!

[@Zattk94]

What's really worth digging to try and get more info on is the original Kings rebrand prototype. Before black, silver, and white where chosen royal blue and silver were supposed to be the colors. Luc Robitaille has talked about it before.

[@Swoop187OG187]

I have a Chicago Wolves "concept/prototype jersey" in my collection.. It's pretty cool, I have no idea why they didn't go with it .. Instead of the Maroon, it's a white jersey with "light-powder blue" traditional striping - nothing too "wild" still, it's cool to own a concept jersey - I mean there were only a handful of them manufactured, and I get complements all of the time on the rare occasions I do wear it, which is almost never because it's obviously irreplaceable.... Also, I really liked that Coyotes concept logo in the video - I think it looks way better than what they went with... And to be honest, I think had these teams gone with any of these logo's/designs I think the ones they wear today would look weird in hindsight so it's really just a matter of perspective.. Oh, and let me point out the worst jerseys of all time are the Kings "Burger King" jersey and the logo/jersey Seattle settled on - that thing is hideous, lol.. I collect hockey jerseys, I have well over 500 at this point BUT I'm in no rush to buy a Seattle jersey anytime soon, lol.. Tho I do have a Gretzky "Burger King" jersey in my collection - "reasons", lol..

[@SMA2343]

9:45 nostalgia hits hard. As the KZbinr Rebel Taxi said “today’s bullshit, tomorrow’s nostalgia”

[@icethetics]

Man, there's some truth to that, isn't there?

[@duckattak]

YES! I love these videos keep it coming. You have no idea how excited I was seeing this pop up on my feed just now

[@scottsaffran2550]

What can I say - incredible as always, Chris! Keep 'em coming!

[@johnm3902]

So great to see a video from y’all. It’s like Christmas came early!

[@Sad7Statue]

These videos are fantastic! True story: I didn't notice the 'V' in the Golden knights logo until watching this lol

[@tryan83]

Keep these coming, please! Fantastic work!

[@HellScream107]

Stellar work and research!

[@davidstraub7295]

Thank you for making this video!!! This is incredibly researched and sampled!!!

[@abyssshriek7631]

These videos are so good. I’d love to see a series for each team, and their history of jersey and logo design

[@crabsaw213]

this is such a great vid man, would love to see more in this style for sure!!

[@DropthePuckHockey]

So cool seeing all these different prototypes and all the work that goes into figuring out a teams jersey and logo! Amazing video man!

[@icethetics]

Thanks so much!

[@brendanmarchand835]

I am simply astounded by the production on this video; this belongs on network TV my friend. Keep up the good work!!

[@icethetics]

Thank you, sir!

[@quasimoto7662]

That Dallas jersey with the north stars colors. Something they need to wear. I’d buy it in an instant.

[@MrAidanLising]

I'll never stop marvelling at the production quality of these videos. A1 stuff

[@philipl5458]

Such good videos. Great quality, great series

[@sebastienboisvert8561]

Stumbled on your channel, and you now have a new subscriber. Thanks for the well-made, informative, and entertaining video.

[@TheJremple]

Always love your content! Great video

[@icethetics]

Glad you enjoy it!

[@massivecumshot]

Impressive production values and rarely displayed information. You guys are definitely on the right track. Subbed.

[@nickpaquette4657]

I remember that Sens logo survey! I was torn between the old 2D logo or the =O= but I can’t recall which I eventually voted for!

[@tobyrigby7]

Bloody good stuff as always mate!

[@icethetics]

Thank you, sir!

[@silverbeach85]

Always loved your existence. I'm very interested on NHL logos

[@FightingForceSoulless]

I was thoroughly entertained throughout this series. Thanks for making it!

[@icethetics]

Glad you enjoyed it!

[@FullOfMalarky]

Ottawa completely got rid of the O logo now lol. I never wanted the O to be the primary logo. I never hated the 3D crest, but I also like the 2D

[@joshfedoruk9062]

I'm very happy i stumbled across this, your videos are perfectly produced, and interesting!

[@icethetics]

Thanks for the kind words!

[@tintinsimon]

Best video series on the topic available. Master work

[@icethetics]

Very nice of you to say. Thank you!

[@johnf6063]

Chris, fantastic work on the videos. I get that you don’t want to do work on your down time but I do hope the prototype videos keep coming when you can. I’m a huge fan of these specifically and they’re always done with such perfectionism and precision it’s impressive. One thing I would love to know is if you found any other prototypes for the Islanders rebrand to the fisherman during your research. Either different prototypes in the 90s and/or for any other time they changed their jerseys if they considered revisiting it. I’m in the minority but I love that jersey. Would love to see it come back as a full time alternate. At very least a reverse retro 2.0 or something. It’s exactly what the 3rd and 4th jersey is meant to be - a break from your traditional branding and the exploration into another potential brand or just to have fun with an alternate. Would love to know if you found anything, fisherman or even not fisherman related. Just islanders related, haha I hope you’re doing well. Great job again!

[@sjdrifter72]

11:25 Honestly, I feel the Stars should have used the throwback uniforms with the NorthStars look and colors. As much as I like their 2020 Winter Classic jerseys, this was much better and would have been a perfect tribute to their roots in Minnesota. Hopefully Dallas will use this design for another Winter Classic or better yet wear it as an alternate third jersey.

[@20somthingdrifter11]

Thats kind of like screwing a married mans wife, convincing her to divorce him and mary you, then saying you want her to wear the same wedding dress and ring as acknowledgment to her orginal husband.

[@5holeproductions690]

Quality video as always!

[@nathanmendoza8802]

you do such a fantastic job at these!

[@icethetics]

Thank you! Cheers!

[@stopmakingeyesatme1290]

As someone who lives in Ottawa, I feel like only this city could have preferred that awkward and lopsided Peace Tower logo to the pretty nice crest the Senators actually got

[@kaneniedert1263]

Can’t wait to see this one!

[@Howlingburd19]

11:25 that is AMAZING! How have they never used that?!?!

[@ce6311]

Your channel is a hidden gem. You got a lot of talent!

[@drewtobia]

These vids are awesome!!

[@j_scumbag1762]

Just watched the last two, and I had to get a super like. This is not content that should be available for free. Thank you so much for putting in so much effort into these videos, the quality won’t go unnoticed!

[@icethetics]

Thank you and I'm glad you're enjoying them!

[@AdventuresofaGeek]

Awesome video! 👍🏻

[@JimmyGotDishes]

Amazing videos!

[@jamestrexler6329]

I remember that Penguins 50th logo well. The first thing I said to my mum when I saw it was, "That's going to be outdated before the season even starts." I was thrilled to be correct.

[@Bends95]

Fascinating video

[@Meloni_88]

these are by far the greatest hockey videos on yt

[@lakebay972]

I love the Ottawa Senators prototype at 14:26, it would be perfect if Dos Equis were a premium-brand malt liquor or a bottle of gin.

[@joseppi1121]

those red/white/blue stars concepts hurt my eyes but the north stars nod and the new logo/old colors options are great

[@MagicalBread]

Every video is top notch

[@Bordelll]

Just saw the thumbnail and subscribed right away. Wow!

[@Yellow_belly777]

Keep up the good work!

[@StingWrayMedia]

Been waiting for her for another video

[@the_chandler]

That Dallas North Stars jersey is absolute fire.

[@levantjbean2712]

Missed your videos!

[@robertcop8825]

Read stuff about Reverse Retros coming back next year. That Oilers jersey might be it to go with the white of last years.

[@anthony......]

how does this channel only have 8k. production quality is insane 🔥

[@surpluszach]

Love the kachina jerseys for the coyotes! So glad they brought it back! Go yotes!!!!

[@OfficialKiwiFrankencop]

0:40 That goalie made absolutely no effort into stopping the shot

[@icethetics]

😅

[@gabuz672]

Love this channel

[@christopherrobinmarriott7218]

Gloves with claws?!?! Yes please!!

[@-Subtle-]

The Ducks rebrand is the worst. Oh and Buffalo, what is wrong with you? Everything doesn't have to be cows. "We're the Sabers, please make a logo." "Here's one with a cow. "

[@EliteGoalHorns]

Cool video!

[@ediaz951]

Glad to see your vids again!! Also the golden knights is probably still the worst current name of an a NHL team

[@JerzeyJimmy]

it's weird because the name kinda blows, but all of their logos and jerseys are great

[@howardbaxter2514]

An over the top name for a very over the top city. As bad as the name may seem, it is fitting for a city like Las Vegas.

[@jetsnationradio]

Just commenting to help the cause these videos are so good

[@edwardburek1717]

What a great video! I would like to take the opportunity to say that the Rangers Lady Liberty alternate is one of my favourites, and the shoulder logo shown at 3:13 or thereabouts should be their main logo. Their current shield logo is way too boring. And yes, you're right Chris, it would have been weird to see them in red shirts.

[@zhrimb]

Man that Northstars-inspired Dallas jersey is sick

[@Wexter0083]

Interesting story about the Ottawa =O= jersey I don't think you know about. But, the local artist in the video actually submitted an idea online with the concept before being approached by the Senators and was slightly different from the finished product. The sleeves had four thin bands similar to the 3rd jersey Ottawa was using at the time, the body did not have the two bottom stripes. I have not seen that mock-up in years, but might be fun to hunt down if you do a future video. Speak of the devil I found it!!! And it was on Icethetics! Might be fun to show this piece of history off if you ever do a concept video again as the =O= is by far one of the most popular jerseys ever made! You know you've made it when Rihanna wears it as a dress ;) And it even showed up in O Store mockups so it seems Ottawa seriously considered the design as is before changing it to the classic barborpoll inspired design we love today. EDIT: Removed the links from my post as KZbin seems to be deleting it thinking I'm an add bot... but, it is on your old blogspot site

[@icethetics]

Yes, I know what you mean! I even did a full interview with Jacob on the website when the jersey was released: www.icethetics.co/blog/2011/11/4/the-jacob-barrette-interview.html

[@icethetics]

And for anyone else interested, I believe this was the link you were trying to include with the original concept: www.icethetics.co/blog/2011/3/2/senators-confirm-new-third-jersey.html

[@Sanchezy804]

Some of these logos are better than what they have now imagine the ducks with the sky blue and orange Color scheme that would be so sweet

[@crowblade211]

i would do anything for a part 4!!

[@StormTheWolf96]

Interesting seeing some of the logos the stars could have used. Glad we chose the one we have now

[@DevilFish69]

You know. I really liked those Senators prototypes.

[@isaacwallace2172]

This channel is going to blow

[@christopherrobinmarriott7218]

Oh gawd that rejected coyotes logo looked like a bargain bin videogame mascot for the turbo grafix 16!

[@salisburythefox8324]

7:30 That is new and honestly would buy

[@steven3474]

4:43 what's the background song that you used? Btw awesome video!

[@MatthewLitwinMTL]

The stars concept with the blue at 11:03 looks almost identical to the Canadiens reverse retro

[@howardbaxter2514]

It looks odd, but it definitely looks very Texas color wise.

[@silverbeach85]

3:25 loved its comeback... I was wauting for it long, the red "fox" released a few years ago sucked. I found it very original and cool.

[@esotericveritas]

I am into music production rather than video but I can appreciate the quality of the content, as well as the effort, creativity, and attention to detail that makes these videos so dynamic. That was a bit long winded, so a simple Thank You will suffice. 🙏🏻⚡️😎

[@icethetics]

I appreciate it!

[@hockeyknight]

I think maybe they should have tried the "gloves with claws" look for the Nashville Predators. AND That Dallas nod to their Minnesota heritage was very cool. I wish they would've used that for their Winter Classic look instead.

[@wayne3340]

I never liked the Coyote as a team logo or name, but that crazy looking dog with it's head tilted over is funny, well done.

[@sjdrifter72]

I never liked it either, especially the Kachina ones which are now inexplicably popular among some people with bad taste. The 1990's were by far the worst decade of NHL logos and uniforms.