After 20 years, three Quebec Maritime Junior Hockey League championships and two Memorial Cups, the Saint John Sea Dogs have unveiled an updated look.

The Sea Dogs unveiled a new logo, wordmark and jerseys on their social media channels on the evening of Saturday, July 5. The announcement was accompanied by a video narrated by Canadian rap legend Maestro Fresh Wes.

Like the previous logo, the Sea Dogs’ new logo depicts a seal emerging from the waters of Saint John Harbour and the Bay of Fundy. The new logo places more emphasis on blue, and the seal itself is sleeker and has pewter highlights on its head, snout and flipper.

The Sea Dogs describe their colour palette as:

Sea Dogs Blue: The bold blue of the bay — vibrant and rising with the highest tides in the world.
Harbour Seal Black: Dark, clean and intimidating — a timeless colour as powerful as the harbour depths.
Championship Pewter: A tribute to our championships — forged from a legacy of hoisting cups over our heads and the journey to the next one.
Heritage Brick Red: Drawn from the red brick buildings of Saint John — rich, timeless and full of history.
Ice White: Crisp and clean — like the frozen water we skate on, there’s nothing quite like a fresh sheet of ice.

It’s worth noting that the only red element of the new branding package is the seal’s eye in the primary logo.

Meanwhile, the Sea Dogs’ new wordmark features a new custom typeface that the team calls “strong, sharp and inspired by life on the ocean.” The black letters in “SEA DOGS” have blue highlights and pewter outlines.

Courtesy Saint John Sea Dogs / Facebook

The new jerseys unveiled Saturday use a more traditional template than the Sea Dogs have used in the past and feature an updated striping pattern on the sleeves and socks. The home jersey has a blue base with black shoulders, along with black and pewter striping, while the white away jersey has blue shoulders and blue and pewter stripes above black panels on the sleeves and socks. Both uniforms feature the new primary logo on the chest and have black numbering outlined in pewter. They are both paired with blue helmets and pants.

Courtesy Saint John Sea Dogs / Facebook

The Saint John Sea Dogs in their 2024-25 jerseys. (Courtesy Saint John Sea Dogs / Facebook)

The Sea Dogs celebrated their 20th anniversary in 2024-25 with a special commemorative logo. That logo featured three Gilles-Courteau Trophy and two Memorial Cup silhouettes inside a blue circle and above the Roman numerals “XX” in white with a silver outline.