OJHL LAUNCHES A NEW ERA OF JUNIOR HOCKEY
New identity, new standard and a renewed player-first vision position the Ontario Junior Hockey League for the future.
MISSISSAUGA, ON – Aug 8, 2026 – The Ontario Junior Hockey League (OJHL) today officially unveiled a new brand identity, marking the beginning of a transformative new chapter for one of Canada’s premier junior hockey leagues.
More than a new logo, today’s announcement represents the culmination of months of strategic planning and the launch of a renewed vision for the future of the OJHL. Built around The OJHL Standard, the league’s new identity establishes a shared commitment to player development, operational excellence, community impact and raising the standard across all 24 member clubs.
The new brand serves as the foundation for a league-wide evolution that extends far beyond visual identity. From enhanced communications and digital platforms to standardized operating procedures and future minimum standards, every initiative is being developed with one goal in mind: creating the premier player experience in Junior A hockey.
“This rebrand represents much more than a new logo; it is the culmination of extensive strategic planning and the starting line of a bold new era for the OJHL,” said Commissioner Marty Savoy. “Over the past year, we have taken a hard look at the changing landscape of Junior A hockey and challenged ourselves to define what the next generation of player experience should look like. Everything we are building is strategically designed around bringing value to our players while strengthening every aspect of our league.”
At the heart of the new identity is The OJHL Standard—a league-wide philosophy that defines the values, expectations and culture shared by every player, coach, staff member and organization. Built on six guiding commitments—We Set the Tone, We Play for the Guy Next to Us, We Play for the Front of the Jersey, We Leave It Better Than We Found It, We Earn the Next Level, and We Pull the Same Rope—the standard will guide decision-making across player development, operations, communications and community engagement while establishing a consistent culture throughout the league.
As part of its renewed player-first vision, the OJHL has also established dedicated task teams that are developing future league initiatives, including standardized operating procedures and minimum standards designed to enhance the experience for every player across all 24 member clubs.
The league will also introduce the OJHL Team Leadership Group, bringing together team captains from across the league to meet regularly with the league office. Their input will help shape the league’s evolving Player Journey Map and future standards, ensuring the voices of players remain central to the league’s future.
“We know we can’t build a true player-first league without listening to our players,” Savoy added. “That’s why we’re creating the OJHL Team Leadership Group. As we continue building the Player Journey Map from the ground up, our captains will help shape the standards that govern their daily experience. This is about building the future of the OJHL together, with the voices of our players leading the way.”
The Ontario Junior Hockey League also extends its sincere appreciation to Hambly & Woolley, whose creativity, strategic insight and collaborative partnership helped bring the league’s vision to life. Their work has created a modern visual identity that honours the OJHL’s proud history while positioning the league for continued growth and success in the years ahead.
The new brand identity will begin rolling out immediately across league and team platforms, including digital assets, broadcasts, events, marketing materials, merchandise and league communications throughout the 2026-27 season.
About the OJHL – “Made for More”
In this league, we don’t just talk about the next level — we prepare for it every day. The OJHL is a Junior A hockey league built around one shared standard: developing players who are ready for what comes next, in hockey and in life. We push each other toward NCAA, OHL, U SPORTS (CIS), and ultimately professional hockey across North America and Europe — and we take pride in knowing 30 of our alumni are currently in the NHL, more than any other CJHL league. But the expectation here goes beyond the ice. We show up for each other through the OJHL Foundation and our 1st and 2nd Assist programs, because development doesn’t stop when practice ends. This is a player-first environment, not as a slogan, but as how we operate. Inside this room, we understand what it means to carry the standard forward — and to make sure the group behind us is even stronger than the one before it.
For more information on the Ontario Junior Hockey League, follow us on Instagram (@OJHLOfficial), X (@OJHLOfficial) and Facebook (OJHLOfficial), and visit www.ojhl.ca.
For more information:
Noah Vandervinne
Director Marketing and Events
Ontario Junior Hockey League
905-706-8987
nvandervinne@theojhl.ca
