Now that we have the matter of selecting a pope over and done with, we can get on with other priorities like creating a new Winnipeg Jets logo.
Why do the Jets need a new logo? It's a perfectly fine logo, although I did nit-pick it somewhat when it came out.
However there is a reason all teams except the Detroit Red Wings and New Jersey Devils have come out with so-called "third jerseys" or alternate uniforms: marketing. There is always more money to be made from the fans, and a new jersey with a new logo is one way to do that. It also gives the fans more choice.
By the way, it makes sense to me that the Red Wings would resist creating an alternate jersey and logo -- they have a classic original six look that's hard to improve upon. Possibly the best overall uniforms in the league -- but the Devils?? The Devils have one of the worst logos in the NHL: an "N" and "J" fused together into a deformed faceless demon. There are sooo many things you could do with their logo, like this or this.
I am sure the Jets will come out with an alternate jersey at some point. Whether it's a WHA-era retro jersey or something completely new, it's going to happen.
An alternate logo should be a different look and feel than the original. For example, if the original is cartoonish or playful, then the alternate should be more sedate or formal. Some teams choose to go with throw-back uniforms and logos pulled from the past, or designed to look like they came from the past. Some replace their picture-based crests with plain text logos. This is fine too.
Phoenix shows us an example of what not to do. Their alternate logo is in the same style as their regular crest, making it almost completely pointless ...
The Jets' crest is of the more serious variety, therefore I envision something a little more playful or whimsical as their alternate crest. For this I look to their farm team, the St. John's Ice Caps. I happen to like the Ice Caps logo. It has a nice bold aesthetic.
So what might this new logo look like?
Ladies and gentlemen .... the new Winnipeg Jets logo!