The new Quebec Maritime Junior Hockey League team in St. John’s, Newfoundland and Labrador, is paying tribute to the province’s rich military history with their name and logo.

The relocated Acadie-Bathurst Titan officially unveiled their brand identity on Thursday, January 23, confirming leaks that surfaced through trademark filings a day earlier. The team will be known as the Newfoundland Regiment — an homage to the Royal Newfoundland Regiment, a military unit that can trace its roots back to 1795.

Known for their bravery and resilience, the Regiment were fearless and selfless through every battle. They garnered great respect for their service and sacrifice, leaving an enduring legacy in Newfoundland and military history. The Newfoundland Regiment name embodies the spirit of unity, reflecting the influence and historical significance of those soldiers’ contributions to the province as we know it.

— Newfoundland Regiment brand book

Like the military unit’s badge, the Newfoundland Regiment’s primary logo includes a Woodland Caribou head with large white and “heritage tan” antlers. The caribou sits on top of a “puttee blue” shield with a “legacy maroon” inline and crown. Underneath is a maroon ribbon with “NEWFOUNDLAND” spelled out in a white block font.

“(Newfoundlanders and Labradorians) don’t stop. We never quit. We never back down. It’s part of our DNA,” said Newfoundland and Labrador Premier Dr. Anthony Furey during the unveiling event on Thursday. “So it’s only fitting our new team pays homage to that very spirit, to embrace it both on and off the ice. The team’s name is taken from a proud page of the history of this place we call home. It celebrates who we are, and it celebrates what we are capable of doing. It’s a name that our fans will love and our opponents will come to fear. When the puck drops in Newfoundland and Labrador, the battle has just begun.”

“In much the same way that military service forges bonds of camaraderie and team spirit, hockey binds us together in society,” added Capt. Allan Hawco from the 1st Battalion, Royal Newfoundland Regiment. “Our love and passion for the game creates in us a desire to achieve all we are capable of. We learn the value of hard work and commitment. We share in the glory of victories, and we suffer together through defeats. But through it all, as Newfoundlanders, we never lose our fighting spirit.”

The team’s brand book also includes a wordmark with “REGIMENT” spelled out in a maroon serif block font and a blue outline. “NEWFOUNDLAND” appears above in a blue block font.

Today, the Royal Newfoundland Regiment continues to embody the legacy of valour and dedication established by those who came before them. Through their selfless service to Canada, they honour a storied past while actively participating in modern military operations, including significant contributions in Afghanistan. Their unwavering commitment and courage ensure that the spirit of the Regiment not only endures but thrives, serving as a testament to their profound heritage. Their ongoing efforts remind us all of the powerful legacy they carry forward, connecting history to the present with each mission they undertake.

— Newfoundland Regiment brand book

According to team’s brand book, the Royal Newfoundland Regiment has a rich hockey history to go along with its valiant military efforts: “During the First World War, the young men of the Royal Newfoundland Regiment were stationed in Pleasantville, St. John’s — near Signal Hill. As they prepared for the formidable challenges of combat overseas, these men found a haven in the game of hockey. The sport provided a glimmer of joy, camaraderie, and normalcy amidst the hardships of military training.

“In 1917, while awaiting transport to England, the Royal Newfoundland Regiment team played key exhibition games against Canadian teams, including a memorable match in Nova Scotia. Newfoundland was still a dominion at the time, and hockey served as a bridge between this future province and Canada, uniting them in their shared love for the game.”

This isn’t the first time in recent history a St. John’s team has drawn inspiration from the Royal Newfoundland Regiment. The Newfoundland Growlers, who played in the ECHL from 2018 to 2024, based their logo on the regiment’s canine mascot, Sable Chief.

The Regiment will play their games in the 6,300-seat Mary Brown’s Centre in St. John’s.