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The Winnipeg Jets unveiled their new logo Friday afternoon.

WINNIPEG JETS

The Winnipeg Jets unveiled their new logo Friday afternoon.

WINNIPEG — The new Winnipeg Jets no longer need the NHL’s logo for any team visuals. They have their own.

The team unveiled its new logos this afternoon, a traditional-looking primary insignia of a silver fighter jet viewed from the sky-to-ground angle overtop a red maple leaf.

The Jets' new marks and wordmarks.

WINNIPEG JETS

The Jets' new marks and wordmarks.

The images are surrounded by a blue and thin-silver circle. The team said the main logo has been inspired by the Royal Canadian Air Force and was designed in conjunction with the NHL and Reebok.

The team’s website now proclaims the Jets as "Fuelled by Passion," and the entire website design has been modified to included what are clearly going to be the organization’s new colours, shades of a military blue and silver.

"True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity," Mark Chipman, chairman and governor of True North said in a statement today.

"We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to our country’s remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces."

This new Jets logo is a distinct departure from all the former Winnipeg Jets logos of the WHA and earlier NHL eras.

Jets merchandise with the old team logo is seen in a file photo.

TREVOR HAGAN / WINNIPEG FREE PRESS

Jets merchandise with the old team logo is seen in a file photo.

The team also unveiled two secondary logos on its website this afternoon, a Winnipeg Jets banner over top of a meshing of captain’s wings and crossed hockey sticks. A red maple leaf separates the banners of "Winnipeg" and "Jets."

The other logo is simply a small "Winnipeg" above a stylized "Jets" in script, also sporting that traditional red maple leaf.

The team, the former Atlanta Thrashers which were sold to True North on May 31, has been using the NHL shield on its web site and in numerous other promotional materials. It even used the NHL logo and sweaters at the entry draft in June.

The team’s in-game look, including jerseys, will not be revealed for a few more weeks.

With their logo announcement, the Jets said that gear such as hats, T-shirts and other items are available immediately at the team’s new "Jets Gear" store (formerly the Moose Off The Rack store) at the MTS Centre.

Fans seemed to be on board right away: within an hour of the announcement, people were lined up around the corner at the MTS Centre's Jets Gear store.

The store is open until 10 p.m. tonight and will be open on the weekend between 10-6 on Saturday and noon to 5 p.m. on Sunday.

New Jets forward Eric Fehr will be at the store signing autographs Saturday from noon to 1 p.m.

tim.campbell@freepress.mb.ca