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June 27, 2011 :: 12:22am ET
Worth the wait?
Jets fans will have to wait until late-summer to see what their logo and jerseys will look like

TORONTO, ON -- The Winnipeg Jets didn't officially re-become the "Jets" until True North chairman Mark Chipman made the announcement so casually during this weekend's NHL Entry Draft.

Sly, Mr. Chipman. Well played, sir.

As fans across Winnipeg, Canada and parts of the U.S. roared and cheered at the news, the Jets selected Mark Scheifele seventh-overall.

The mood was electric. Everyone was jacked that the Jets were back (yes, diehards, the original Jets are still in Phoenix, let it go). But after everyone's heartbeats stopped thumping out of their chests, many wondered when Scheifele would get the opportunity to swap his NHL-crested jersey for the Jets' newest sweater.

With a logo still to be finalized, True North wasn't able to unveil its new colors on Friday.

"We've begun to do that work, it will be a very different look than what we had when the team left back in 1996," Chipman told reporters on Friday. "It won't be (ready) for some time here. We would have loved to have a prototype out there (Friday) but there's some concern it would be knocked off quickly and sold in an inappropriate way."

Reports immediately crept up that an announcement would be made this coming week, or on Canada Day, and the introduction of Winnipeg's logo and jerseys would be released.

Unfortunately, as much as fans are itching to see what the new Jets will look like now, you're going to have to wait even longer.

"There will be no announcement on the logo or jersey for quite some time," Scott Brown, True North's Director of Corporate Communications & Hockey Operation, told me via email.

"I would anticipate (waiting) most of the summer."

There are several fan interpretations of what the club's new logo should look like, but a  source close to the situation informed me that the Jets are working with the NHL to create its own brand.

Reebok, the marketing and branding partner for the NHL, is also involved and will be designing Winnipeg's jerseys.

It took the fans of Winnipeg 15-years of waiting, so what's a few more weeks?

And as the corporate heads work on that element of the business, GM Kevin Cheveldayoff and the Jets' hockey operations' staff will work towards reshaping the club's roster.

Captain Andrew Ladd is in line for a big contract, which the Jets are prepared to give, while forwards Blake Wheeler, Ben Maxwell and Anthony Stewart, and defensemen Brett Festerling and Zach Bogosian are also waiting on new deals.

David Pagnotta is the Editor-in-Chief of The Fourth Period Magazine.
His columns appear every regularly on TFP.
Follow David Pagnotta on Twitter




Pagnotta Archives:
May 16, 2011 Thrashers move could mean more changes
May 12, 2011 Thrashers targeted as next relocation option
Feb. 28, 2011 Deadline Disaster?
Feb. 21, 2011 The storm before the storm
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