Designing the ‘new era of orange:’ Inside the creation of the Flyers’ new jerseys

The Flyers’ “new era of orange” quite literally means the team will be wearing a new shade of orange.

Tuesday, just over five weeks after the Flyers announced their new slogan alongside their new front office personnel, they released new uniforms that revert back to the burnt orange color of decades past.

However, the new uniforms have been in the works for much longer than the new front office folks and its slogan. In March, ownership started to pivot toward what it now acknowledges is a rebuild after general manager Chuck Fletcher was fired. Christine Mina, senior director of digital and creative content, started working with her team on the new uniform concepts somewhere around last June.

“So it was a happy coincidence that our new era extended on all aspects on and off the ice,” Mina said. “It’s just worked out really nicely, but it is a bit of a happy accident.”

The similarities go beyond just the change from “special orange” to “burnt orange” to coincide with the slogan. The message Mina and her team wanted to convey aligned with the goals of the new front office.

It’s the first time the Flyers have unveiled new uniforms since 2010, and they wanted the uniforms to honor the franchise’s rich history while also connecting to the next generation, much like the Reverse Retros aimed to do.

“We are a very proud franchise with a really storied history,” Mina said. “So we thought it was really important to stay true to that. But obviously, this is a new era of orange and we have a new generation of fan. We wanted to give them something to define this new era.”

With that in mind, they surveyed everyone who makes up the Flyers community, young and old, fan and player. They asked people what they thought about the current uniforms, past uniforms, and their brand in general. Players and alumni gave the perspective of those who would wear the jersey. Broadcasters and fans gave feedback on what it’s like to watch the jersey and follow it across the ice. The group who had the strongest opinions? The equipment managers.

“They’re the ones actually [working with] the equipment every day,” Mina said. “They just have such a unique and interesting perspective. … But I mean, they’re the pros.”

» READ MORE: Behind the scenes with the Flyers’ equipment staff, the unsung ‘stars of the show’

There were two points where there was an overwhelming consensus: bring back the burnt orange, and don’t touch the logo.

New president of hockey operations, Keith Jones, agreed.

“These burnt orange sweaters are one of the most iconic symbols of Flyers hockey,” Jones said in a release. “There’s no doubt that this look is known throughout the NHL and uniquely beloved by our fans because it brings to life one of the most important parts of our rebuild — it honors our past while we continue to forge a new path forward.”

The numbers back him up. The Flyers saw incredible sales for the 2021 Reverse Retros that brought back hints of the burnt orange color.

After hearing everyone’s opinions, Mina and the design staff put it all together.

To honor the past, they returned the numbers on the sleeves back to a solid color rather than ones with an outline, which draws from the uniforms of 1967-1970. They also widened the stripe on the sleeve to fully fit the numbers within it, but they made sure to keep the curve, or the “wings,” that are meant to make them look like they’re flying.

From their current jerseys, they kept the contrasting name-plate design, something only the Flyers have.

To make it more modern, they took out the extra trimmings to make it simpler and sleeker. The stripes that were at the bottom have been moved to be flush with the pants, streamlining the look.

Once they had the jerseys together, they did a “visibility test” to see how readable the names and numbers were as people skated around.

» READ MORE: Which players could the Flyers trade? Here are some possibilities.

Winger Owen Tippett was flown in to model the jersey. That was the moment everything came together for Mina. She’d seen it in drawings and held the jersey in her hands, but seeing it on a player made it real.

“He seemed really excited about it, and his orange hair just really brought it together in a way that made it pop,” Mina laughed. “It’s not until you really see it on the athlete that you’re like, ‘OK, this is pretty sick.’”

Through the process, the Flyers were also working with Independence Blue Cross to design the first-ever sponsored jersey patch. The patch is part of a multi-year deal through which Independence Blue Cross becomes the official health insurance partner of the Flyers.

However, they weren’t going to just slap on a logo. They carefully designed it to be recognizable to the old brand but also modern and easy to read — matching the same goal for the overall uniforms.

“Our patch includes the traditional Independence Blue Cross logo, and its bold blue color,” Independence executive vice president Susan Larkin said. “But it also embraces our digital persona, the IBM. So it really brings the tradition and future together.”

As complementary colors, it can be hard to match orange and blue, but they chose a shade and hue (called “process blue”) that works with the burnt orange. It stands out without clashing. The patch will be worn on the right side of the chest of the home and alternate jerseys.

As a Philadelphia-based company, IBX supports all the local sports teams in different ways, but its connection to the Flyers has grown over the past few months. Comcast Spectacor’s new CEO, Dan Hilferty, used to be the CEO of Independence. They’re excited to see where he takes the Flyers, and he’s excited about the new partnership.

“There’s no better company than Independence Blue Cross to be our first jersey patch partner!” Hilferty said in the release. “It is an organization that has meant so much to me personally and the entire Philadelphia region.”

Several events and initiatives will follow the unveiling of the uniforms and patches. Independence will sponsor a Flyers social media series focused on nutrition and healthy eating. It is also offering special single-game discounts that will be announced later.

The jerseys will make their debut on opening night, but fans can reserve jerseys now. They can also enter a sweepstakes where five winners will get a jersey autographed by a player of their choice. The sweepstakes goes until June 30. Additionally, Flyers Charities is holding an auction, which opens at 11 a.m., where fans can bid on an opportunity to win a new jersey signed by a 2023-24 Flyers player, a customized jersey, and more.

» READ MORE: Flyers bring back franchise legend John LeClair in latest front office move