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A New Logo for In Lou We Trust as a Sign of Things to Come

Regardless of what may not be happening in the realm of the National Hockey League, I am proud to unveil what will become the next logo for the New Jersey Devils blog on SBNation, In Lou We Trust.


And now a few words about why there's a new logo from SB Nation founder and New Jersey Devils fan, Tyler Bleszinski:

It’s with great pleasure that I unveil the first step in the next evolution of In Lou We Trust. In the next month, SB Nation will be undergoing a dramatic upgrade to our platform and our editorial process. There will be many more details to come but for now, the new logo below is just a first taste of what is coming for In Lou We Trust.

This is a small, but important sample of what is coming when our network undergoes its most exciting and radical transformation in the eight-year history of the company. A new visual identity here and across the network is only one step we are taking to unite our network of sites. United through individuality is the underlying theme of this project. You’ll notice that our team colors and the unique spirit of our individual community is maintained while making it clear to sports fans that each site is a part of the larger SB Nation network. We want everyone to know that they can find the same type of great writing, video and conversation that we offer here on all of our 300-plus sites. You can browse through all the new logos on a special page we put together at

Our commitment to passionately follow our sports will never end. It’s what makes SB Nation a special place and that will only be enhanced by these new changes. In the meantime we’re setting up additions to our store so you can be sporting the latest and greatest before it even launches. Welcome to our future.

As far as the changes Tyler discussed in his message, I can't reveal any details. All I can say is to be patient. They'll be coming sooner rather than later and they are definitely worth waiting for. So let's talk about the new logo for a bit.

While it's a new logo, the logo isn't completely new. Some of the elements from the original logo has carried over. The crossed hockey sticks remain where they are but re-designed to look fresher. The NJHC, representing New Jersey Hockey Club, remain where they were but in a new, bolder font. That iconic part of the logo will live on. There are some changes beyond the circular shape. The fire in the background is gone, replaced with a smoother and cleaner red background. There is a Devil's tail, highlighting that, yes, this is a Devils site; and the puck at the bottom indicates further that this is a hockey blog as well. Both should help clear up any confusion what this blog is (a blog by hardcore Devils fans) and is not (a blog about hardcore).

In the meantime, please feel free to share your thoughts about the new logo and speculate on what may come in the comments. Thank you for reading.