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Rochester Americans primary logo (since 1959) Hi guys! Here's my latest concept, this time for the AHL Rochester Americans. As usual, feedback is appreciated. Update includes: – All white stripes now contour to the edges of the respective logo – Stars now on home and road uniform – Initial logo now on alternate uniform The Rochester Americans are one of the oldest and most traditional ice hockey teams of the entire American Hockey League. Giving such a team a refreshed look requires to meet a significant criterion: namely to not water down the Americans distinctive value of brand recognition. Rochester Americans Logo System PRIMARY LOGO The new primary logo continues to incorporate the basic bold shape of the original 1959 patriotic badge. The team name is now depicted by a cleaner, upgraded script typeface to gain better readability. The three stars, plus the five red and four white stripes, are equally essential features of the Americans which were modernized in order to give the brand a cleaned-up, bolder and fresher look without changing the team's recognizable identity from the ground up. The word "Rochester" has been added to emphasize the pride of the city's affinity for one of the oldest and most iconic ice hockey teams in the AHL. The Rochester Americans team colors will be midnight, patriot red and white. Rochester Americans new primary logo "AMERKS" PUCK LOGO The "Amerks" puck logo is a round, large eyecatcher on the foreside of the new alternate uniform Rochester will wear this upcoming season at home games on several occasions. It features the colloquial name of the team that the Americans have been known for since decades. Rochester Americans new "Amerks" puck logo INITIAL LOGO A jaunty and energetic R – featuring the famous three stars – is the new initial logo of the Rochester Americans that will be part of the new alternate uniform. Rochester Americans new initial logo CIRCULAR LOGO The circular features the team and city name in bold letters, including crossed hockey sticks partly surrounded by three stars. Rochester Americans new circular logo AMERKS PATRIOTIC BADGE A badge-shaped logo with the team's famous nickname. Rochester Americans new "Amerks" patriotic badge Rochester Americans 60-seasons-anniversary logo (2015)