True North Sports & Entertainment unveiled the primary and secondary logos for the Winnipeg Jets Hockey Club on Friday afternoon. The Jets will begin play in the NHL this coming season. The design for the new logo, which was developed in partnership with Reebok and the NHL, was inspired by the logo of the Royal Canadian Air Force. "True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity," said Mark Chipman, Chairman & Governor of True North Sports & Entertainment. "We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to (Canada's) remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces."