We're kicking off a new concept series today here at Icethetics. Designer Elliott Strauss has been on a mission to rebrand the NHL for the better. Some teams need sweeping changes, others not so much. For the 10-part series, Elliott set out with the following goals:

• Get rid of Reebok EDGE motifs like useless piping (Panthers), piping that randomly stops (Flames), unmatching home/away templates (Wild/Thrashers), awful-looking templates (Sens third), and teams with the same template.
• Come up with some brand new modern designs and make sure every team has a distinct identity.
• Pay attention to detail with fluid identities that feature striping that both makes sense and is consistent.
• Keep tradition when necessary.

I think Elliott is on the right track, for the most part here (though I may disagree with the need to make home and roads always match). Distinct identities, attention to detail and tradition are all important aspects to NHL uniforms. Let's see how they stack up!

All bold text in this post is in Elliott's own words. Artwork MAY NOT be reproduced without permission.

Washington Capitals

The colors stay the same, but the logo is new as I took the U.S. Capitol dome and combined it with a red star and circle — my version of the pre-Ovechkin primary.

Uniforms are a little top heavy but pants stripes help balance it out. The alternate is somewhat similar to the Capitals' current home, thought I thought the Weagle logo made a better crest.

A great start to this series. The only change I would make is to swap the home and third jerseys. To me, the Caps will always be red despite their late-90s identity crisis.

That Weagle as a crest is an incredible look that Washington needs to take advantage of one of these days.

Phoenix Coyotes

The sand color is darker here throughout the Coyotes identity.

With the jerseys, I wanted to move away from the extreme traditional look a little. Notice that the stripe on the bottom of the hem forms the same design between the jersey base and the pants as is on the arms. For that reason, the pants color had to change.

The road uniform is sand — just something different.  The crest of the alternate is based on an old patch they had when they still wore purple and green.

Another inspired concept here. I think the only missed opportunity was the sweater numbers. The rest of the design really works — even the non-white road sweater.

Florida Panthers

I took the Panthers' logos and updated them to be smoother and more intense.

The uniforms play heavily on the claw motif — even slight claw marks on the numbers.

The alternate relies on the contrast between navy and red.

The Panthers have had great uniforms since their inception in 1993 — at least until the Age of Reebok. What Elliott's done brings them back into the 21st century.

The jerseys are sharp and so are the logos. Very nice work as we wrap up this series debut.

Elliott Strauss is a talented artist whose work has been seen previously as finalists for both the USF Ice Bulls and KractIce logo projects here at Icethetics.

We'll certainly see more from him over the next several weeks.

In next week's edition of the Strauss NHL Rebrand, prepare for teh Oilers, Red Wings and Thrashers.