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St. John’s NLBC franchise unveil their name, logo and jerseys

Released: October 16, 2017
By: NBL Canada Media

St. John’s, NL - The St. John’s NBLC franchise, announced that the team will be known as the St. John’s Edge. The announcement was made in conjunction with the National Basketball League of Canada today at McDonald Drive Junior High, officially fostering in a new era of professional Basketball in Newfoundland & Labrador.  

“With today’s announcement our franchise now has an identity of which we are very proud and we feel that the St. John’s Edge will become an important part of the community in the city of St. John’s and throughout the province of Newfoundland and Labrador,” stated John Graham, Atlantic Sports Enterprises Ltd. “We wanted to have a name and a logo which shared a connection with Newfoundland and Labrador’s geographical location while showcasing the rich heritage of the region. We were also keen to develop a brand which will identify with fans of all ages and bring with it a level of excitement, passion and spirit as we get ready for our inaugural season.”  

Also released today were the team’s primary logo, and home and road jerseys for the 2017-18 season, all of which were designed locally by Jeff Parsons of Imaging by Guido. 




The wave that encases the “St. John’s” wordmark symbolizes the cities proximity to the ocean and showcases the long-storied tradition of living off the water in Newfoundland and Labrador. The oceanic theme is repeated in the “EDGE” wordmark.

 • The many triangles featured on the logo and the “EDGE” wordmark are illustrative of the markers of a compass alluding to our geological location, St. John’s being the most easterly city on the edge of Canada as well as North America.

• The St. John’s Edge official colours are navy blue, gold and grey. Navy blue represents both the sea and the sky and conveys confidence, power, authority, stability and unity while gold is often associated with winning and showcases the teams desire for grandeur and prosperity both on and off the court.  

"This truly is a great day and we're thrilled to be able to officially welcome the St. John's Edge into competition for NBL Canada's 7th seventh season,” stated Audley Stephenson, Deputy Commissioner of the National Basketball League of Canada. “The excitement and interest from the fan base in this early going is a great indicator that the Edge are poised to have a phenomenal inaugural campaign."  

The St. John’s Edge will take to home court in predominately white jerseys featuring navy and gold trim with the Edge primary logo displayed proudly on the chest. Away from Mile One Centre the Edge will don predominately navy jerseys that will feature gold and white trim while including the same Edge primary logo. Both home and away uniforms will display the Newfoundland & Labrador flag on the left leg of the player’s shorts.  

The first game for St. John’s Edge in their inaugural season will be November 18th when they tip off against the Island Storm of Prince Edward Island on the road. Newfoundland and Labrador basketball fans will have their first glimpse of the province’s newest pro team when they hit the court at Mile One Centre on December 1st for a weekend series against the Niagara River Lions. The Edge will finish their first home stand with games against the defending champions, London Lightning on December 5th and 6th. Season tickets will go on sale Friday, October 20th via the Mile One Centre box office. 

Stay current with the latest team news by visiting www.sjedge.ca. Follow the Edge all year long on Facebook (/stjohnsedge), Twitter (@stjohnsedge), Instagram (@stjohnsedge) and the team’s Snapchat (@stjohnsedge).


About the National Basketball League of Canada

Heading into its seventh season, the National Basketball League of Canada (NBLC) was founded in 2011 and is Canada’s longest standing professional basketball league.  There are currently 10 teams with two divisions: Central and Atlantic.  The NBLC is committed to being one of the leading professional basketball leagues in the world. The NBLC provides Canadian and international athletes, coaches and officials to participate in the game they love at the professional level. The NBLC is also dedicated to raising the profile of the sport of professional basketball throughout Canada by providing fans with an exciting and entertaining experience starting at a community level.  

Trevor Murphy / St. John’s Edge
trevor.murphy@sjnbl.ca / (709) 722-4639


Kenny O’Leary / St. John’s Edge
kenny.oleary@sjnbl.ca / (709) 722-1864


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