The Boston Bruins have announced that they will permanently return the special centennial logo to their home uniforms. The logo, which they wore during their 100th season of 2023-24, featured a yellow “B” on black spokes and will be the first major permanent logo change since 2007.
However, the news of the new updated look for the Bruins isn’t being completely well received by their fans on social media.
Bruins Fans Rip New Logo As Distraction Attempt
The Bruins made the announcement on their official social media account with a special video narrated by actor Dennis Leary.
Built by Boston. Powered by Tradition. pic.twitter.com/TZCFzpOYLf
— Boston Bruins (@NHLBruins) June 23, 2025
“Our legacy is not something to rest on — it’s something to live up to,” Leary said during the narration. “Players past and present embody it. The fans carry it. And the city forged it. Together, we turn the page.”
The general consensus among fans is that the new, updated Bruins team logo was merely an attempt to distract from the controversial recent moves by the team management, led by GM Don Sweeney and president Cam Neely.
One fan exclaimed, “Hahahaha. Built by looooosers… Powered by looooooooosers… Give me a break… This is what Winning looks like, Wicked awesome !!!!”
Hahahaha.
Built by looooosers…
Powered by looooooooosers…
Give me a break…
This is what Winning looks like, Wicked awesome !!!! pic.twitter.com/IIXuCQ66Ew— shitla (@biriyaniyumyum) June 23, 2025
This fan kept his response short and simple, saying, “Built by Boston, ruined by Sweeney.”
Built by Boston, ruined by Sweeney
— Owen Cunningham (@Owen_C20) June 23, 2025
Another fan included team owner Jeremy Jacobs in his criticism, saying, “We’ll never get over the loss of Marchand, who readily showed up and delivered every game! The Jacob’s don’t care, Sweeney sucks, and Newley knows better!”
We’ll never get over the loss of Marchand, who readily showed up and delivered every game!
The Jacob’s don’t care, Sweeney sucks, and Newley knows better!
— Mike Shannon (@MikeSha23683486) June 23, 2025
One fan expressed a lack of hope for the future, saying, “I feel bad for the loyal fans of this team. The management has removed all hope for years to come.”
I feel bad for the loyal fans of this team. The management has removed all hope for years to come.
— Ökay-est Sens fan🦋 (@methsmsingtooth) June 23, 2025
One fan had a sarcastic response to the announcement, saying, “Loyal huh? To who? Cause it sure as hell isn’t to the players.”
Keeping in that theme, this fan also blasted the announcement by saying, “The owner is cheap when it comes to staff which is why Sturm is the coach and the GM doesn’t have a clue which is why the roster is mediocre. Cool video though.”
This fan exclaimed, “You have 0 loyalty and changing the logo isn’t going to make us forget that. Blast Sweeney into space.”
Only a full season removed from posting a new franchise record of 65 victories, the Bruins stumbled out of the gate in 2024-25 and threw a curveball at fans when the announcement was made that coach Jim Montgomery had been relieved of his duties.
While the Bruins replaced Montgomery with longtime assistant coach Joe Sacco as an interim, they weren’t able to realistically challenge for a postseason spot and ultimately sold off multiple popular assets at the NHL Trade Deadline, including team captain Brad Marchand.
Since then, the Bruins have named former forward Marco Sturm as their head coach, which drew more lukewarm reception from the fans.
