What we've got

In 2007, with the Reebok EDGE, the Canucks introduced new jerseys. This incarnation of the Canucks uniform drew on many elements from the Canucks uniforms of the past. The return to the blue, white, green colour scheme was perhaps the most positive element of these jerseys, and the best thing for the Canucks brand identity. However, by drawing on many different eras from Canucks history, these uniforms do not come across as cohesive.

These uniforms feature:
- the 1970-78 colour scheme (with the addition of silver and a deeper blue as accent colours)
- the 1972-78 striping design
- a recoloured version of the 1997-2007 orca logo

completely new elements including a redesigned stick in the rink logo shoulder patch (akin to the shoulder patch used from 2003-2007), and an arched "VANCOUVER" word mark (arguably a nod back to the WHL Canucks, although I think that this is a stretch) above the orca logo.

THE GOOD:
These jerseys do have some redeeming qualities. The return to the original colour scheme was a very good decision, as well as maintaining the presence of the stick in the rink shoulder patches.

THE BAD:
My main critique of these uniforms is that in trying to unite many incarnations of the Canucks identity into a single identity, a mash up is created, not a single cohesive unit. Beyond that, the elements used to create this mash up are not the key elements of the Canucks identity.

The Orca logo was introduced basically as product placement when the Canucks were purchased by Orca Bay Sports and Entertainment, and has caused much confusion as to what a Canuck really is. It is again employed on this jersey, furthering the identity crisis.

Overall the Canucks did some really good things with this jersey set, but missed their huge opportunity hit a home run and solidify their brand identity.

The introduction of the alternate sweater took some a major step in the right direction. It features the stick in the rink as the primary logo, a blue, white, green colour scheme, the letter V and Johnny Canuck on the shoulder patches. My only critique is that this sweater uses a striping design never before seen in Canucks history. The striping pattern is a really good design though, and due to the staying power of this alternate jersey this pattern has become a part of Canucks history. Although it is not as creative as the original uniforms which utilize the negative space V on the sleeves, this striping design is great.