We’re proud to officially launch the GBI brand — a bold new identity that represents the heart of our community and the legacy we’re building together. This brand is the result of countless hours of work by our dedicated branding committee, created to capture the spirit, history, and pride of our community. It’s more than just a logo. It’s a symbol of where we come from, the place we call home, and the people who make it special.
Georgian Bay Islanders Launch Bold New Identity Rooted in Community and Heritage
Midland, Ontario — Before there were arenas, there were harbours. Before there were hockey teams, there were towns built on shipbuilding, farming, fishing, forestry, and the grit of generations who car
ved communities from rock and water.
From Midland and Penetanguishene, to Port McNicoll, Victoria Harbour, and Waubaushene, the shores of Georgian Bay gave birth to working towns shaped by their connection to the water. Inland, communities like Perkinsfield, Wyevale, Lafontaine, and dozens of others in Tiny Township grew from farming, milling, and family.
Though distinct in culture and geography, all of these places are connected — by the Bay.
It is this story — one of community, connection, and place — that inspires the new identity of the Georgian Bay Islanders, officially unveiled today.
Shaped by Community, Built with Purpose
The launch of the Georgian Bay Islanders name, logo, wordmarks, and colour palette is the result of months of collaboration with the very people the team represents. Through surveys, community submissions, and feedback that helped shape every detail.
While opinions were diverse, three themes came through loud and clear: Water. Landscape. History. These became the foundation of the Islanders’ visual identity.
“We heard from players, parents, longtime volunteers, alumni, and numerous community members,” said Duane Homick,
President of the Georgian Bay Islanders. “And while no one design can capture everything, this brand reflects the most powerful ideas that came up time and again — the Bay that helped forge our communities and continues to do so.”
A Logo That Tells Our Story
The new Islanders logo is far more than just a mark on a jersey — it’s a visual storybook of this region. Inspired by the Bay’s sweeping swells, the rocky shoreline, and the lighthouse beacons that allowed our communities to thrive, the logo represents a community forged by elements and strengthened through connection.
The emblem also includes hidden design elements that pay tribute to the roots of both Midland Minor Hockey and Penetang Minor Hockey — honouring the history that brought us to this moment, and the legacy that future players will carry forward.
A Motto That Captures Our Identity
“Proud of Where We Play” is a celebration of our home — where the outdoors is our playground, and every season brings a new way to play.
We skate on frozen ponds, paddle through quiet bays, ride trails through the forest, and snowmobile across open fields. From hiking and biking and paddling to skiing and snowshoeing and skating, life here is active, rugged, and rooted in nature.
This is where we play hockey — on backyard rinks and frozen ponds, under the stars, surrounded by the scent of pine and the crisp bite of winter air.
We’re proud of the water, the landscape, and the communities that raised us.
This is more than where we live — it’s where we play.
What’s Included in the Brand Launch
- Primary Logo – A bold crest shaped by geography, history, and identity.
- Wordmarks & Monograms – Sleek and modern, designed for broad use across uniforms, digital, and apparel.
- Colour Palette – Featuring community-chosen tones: night sky (black), ice white and bay blue.
- Motto – Shows the pride for our community and the love for where we live.
- Apparel Mock Ups – Shows how our logo, wordmark and monogram will be used to fill our apparel offerings
This new brand foundation will fuel future creativity: third jerseys, custom apparel, in-arena audios and visuals, and more are already in development or will be added as the season progresses and in future years. The brand is built to evolve while staying rooted in the values of the people it represents.
Official Jersey and Uniform Launch – September 5th & 6th
The Islanders will officially debut their new jerseys and uniforms to the public on Friday, September 5 and Saturday, September 6, as part of the Sarnia Sting in Midland OHL games. This exciting two-day event will bring hockey fans in our community together to celebrate the next era of hockey both locally and beyond. More information will be released in the coming weeks.
Media Contact:
Stephanie Chartrand
Communications Director
Georgian Bay Islanders
Email: [email protected]
For more details, see: