The Blackhawks have a new slogan.
After teasing the “All for One” slogan since training camp started July 13, the team officially announced details behind it Tuesday.
The new slogan is part of the team’s marketing efforts for the NHL’s Return To Play, which will see the Blackhawks, the No. 12 seed in the Western Conference, play the No. 5 Oilers in a best-of-five qualifier series starting Aug. 1.
Despite revealing a new slogan, the Blackhawks remain committed to their “One Goal” slogan, which was started in 2008.
“At this time, we have not made a decision on the long-term future of ‘One Goal’ or ‘All for One’ for that matter, but look forward to continuing to take a fresh look at all areas of our business,” according to a team memo released to media.
The slogan incorporates “one team, one city and one community,” according to the Blackhawks, which partnered with Banner and Varyer to create the campaign.
“The Blackhawks wanted to recognize the swell of unity we’ve seen over the past few months,” the memo read. “Unity is deeply embedded in our core as an organization, and it has never been more important. This is a moment to galvanize the team, city and fans not only around a Summer of Hockey, but also Chicago’s excellence, resilience and community care.”
The graphic includes four six-pointed stars to like the city of Chicago’s flag with the team’s primary logo between the second and third star. Below the stars are three stripes representing the Blackhawks’ first three Stanley Cup championships (1934, 1938, 1961) then the “All for One” text and another three stripes for the team’s latest three Cup wins (2010, 2013, 2015).