The Maple Leafs haven’t made much noise in the post-lockout era.
But that hasn’t stopped the franchise from trying to build on its past success.
That includes its latest franchise-wide slogan, “The thought leadership of hockey.”
The phrase was introduced last year during the unveiling of the Leafs’ new jersey, and it has stuck with fans ever since.
The idea is simple: The Leafs have always been thought leaders.
In a world of information overload, it seems fitting to offer a slogan that represents the Leafs.
The idea is to highlight what makes the Leafs unique and different, according to Maple Leafs President Brendan Shanahan.
“We’ve had the best player in the world, the best defenceman, the most consistent forward in the league,” Shanahan said.
“But it’s not about winning or losing.
It’s about what you can do as a team.”
Shanahan’s approach has been embraced by his players, too.
“I don’t think we’ve seen any change,” forward James van Riemsdyk said.
“[We have] always been thinking of the next step, trying to figure out how to do it better.
That’s what the thought leadership has been for us.”
In a sense, the idea was born out of the players’ own evolution, Shanahan said, “because it was our first step to try to create the next level.
We wanted to create something that reflected that.”
The Leafs started the year with a new logo, but soon adopted the “thought leadership” moniker.
The new logo features a series of lines representing thought, and is intended to be a guide for the team, Shanahan explained.
The team also redesigned its logo from an old black-and-white logo that featured a star in the middle.
The star now has a red-white-and a blue-red cross.
In 2016, the Leafs adopted a more streamlined look with the new logo.
But Shanahan said the team wasn’t ready to drop the logo altogether.
“Our logo was an amalgam of all the ideas we had, and we really wanted to try and make sure we kept the same identity, and if we had to change something, we would,” Shanahan told the Toronto Star in April.
“We wanted to keep the same feel, but it was not going to be the same.”
The new logo is now a more modern amalgam that includes a new star, a blue cross and an arrow.
The team has also created a new color scheme, called “The Thought Leadership,” and introduced a new helmet design.
The Leafs’ slogan was introduced during the team’s unveiling of their new jersey last month.
It was a nod to the team and its new home in Toronto.
“The thought leader of hockey” is a term Shanahan uses to describe how the team functions.
It doesn’t specifically say what type of person the player is, or what he or she represents, but Shanahan said it’s about how the Leafs are seen as a whole.
“It’s the philosophy that our players are the most important person in the room, and that’s really what we believe,” Shanahan explained to reporters.
“Our players have an obligation to each other, and to the organization.”
The term was first coined by the NHL’s player’s union, which is a part of the Players’ Association of Canada.
The term has become synonymous with the Toronto Blue Jays, Toronto FC and other professional sports teams.
The NHL’s new logo will be used for the rest of the season, and will be replaced in 2019 with the Maple Leafs’ logo.
The logo was unveiled in front of an audience at the Maple Leaf Gardens on March 1.
It will be changed in 2019 to the “The Toronto Maple Leaf” during the 2019-20 season.
The logo was inspired by the words of Canadian actor and actor, actor John Candy.
The phrase, “the thought leader in hockey,” is a nod toward the famous actor, who died in 2007 at age 88.
“He was a brilliant, brilliant, great Canadian actor,” Shanahan stated.
“He was the best in the business.”
The Maple Leafs are also the first team in NHL history to feature a theme song as a primary feature on its uniform.
The song, “We Will Rock You,” has become a signature of the team.
The song is produced by former NHL star, John Bonham, who is also a co-producer on the Leafs logo.
Bonham told reporters the theme song is part of a new trend in the NHL.
“It’s a good way for the players to communicate with their fans,” Bonham said.
“They are going to get a message out there about how they are going about the business of hockey, and the way they are working together.”
“I’m not surprised,” Leafs President and General Manager Lou Lamoriello told the Star.
“That was something that was a theme that came up during