When I took over the Aurora over 12 months ago, I was told by many people across the community that the branding of the franchise was impeccable and one of their favorites in the league. I agreed. @Muerto, @Chevy, and the entire crew in WPG at the time that steered the rebrand away from the Jets all did a fantastic job– and it was something that was immediately endearing to me with the franchise. We immediately began a rebuild during that time of transition and after working with foundational players like Marcel Beck and Gonzo Gobbledygook, an unprecedentedly successful S62 draft, and picking a generational talent at 1st Overall in the S63 SHL Entry draft, the Aurora has emerged into the scene as a force in the SHL.

This offseason, after we were eliminated by the Chicago Syndicate in a crushing Game 7 loss, forward Gonzo Gobbledygook traveled 20 days and nights down the Amazon River, where he met a learned shaman. The shaman helped him guide him on his journey, a wild Ayahuasca adventure. This adventure led him to a cyan, sparkling portal. Gonzo stepped into this portal, he traveled 20 eons, emerging naked in the Manitoba wilderness. He was on death’s doorstep when a humble polar bear approached him. The bear stopped and introduced themselves. “Good evening, sir. You look rather chilly. My name is Stardust.” Stardust handed Gonzo a coat and a cup of hazelnut coffee, black (which was his favorite). Stardust then asked, “What is that painted on your bare chest, Gonzo?” It was art, it was amazing, it was genius– it was our new logo itself.

Fun fact – Polar bears are native to Manitoba. Manitoba, in the heart of Canada, is also home to one of the world’s few human settlements where polar bears can be observed in the wild. Due to this, we had to involve a polar bear with our reimagined logo. Behind the ethereal bear lies the constellation Ursa Major, which is Latin for Greater Bear. But, with how great the previous logo was, we couldn’t abandon it altogether. Our alternate logo is a quick new spin on the previous logo. We’ve simply removed the wordmark. It will be utilized as a shoulder patch on our home and away jerseys. We love its simple aesthetic of it and are happy to keep it affiliated with the Aurora brand. Special thanks go to the star of the show, @tweedledunn who designed the new logo and jerseys you see below.