Orca logo, 1997–2007.In 1997 the Canucks unveiled a new logo, in which a Haida-style orca (killer whale) breaking out of a patch of ice forms a stylized "C". The logo has been much-maligned, accused of being a blatant reference to their parent company, Orca Bay (now Canucks Sports and Entertainment). At the time, general manager Pat Quinn discussed wanting to have a West Coast colour scheme, and overall West Coast themes in the logo; the colour scheme included blue, red, and silver. Beginning in 2001, an alternate jersey was utilized, with contrasting shoulder patches and a blue-to-maroon graduated colour in the body. In 2006 these gradient-coloured alternate jerseys were officially replaced with the popular, royal blue "Stick-in-Rink" uniforms from the 1970s.
"The Stick-in-Rink", modified; alternate logo, 2007-.Little more than halfway through the 2006–07 season, the Canucks announced that they would be changing their jerseys once again. While a report in February 2007 suggested the new scheme would be revealed on August 1, 2007, the new team jersey was actually unveiled prior to training camp, on August 29, 2007. It featured the same orca design present on their previous jerseys, but the colour scheme was updated to their "retro" colours of royal blue and kelly green. Additionally, the word "Vancouver" was added to the chest area above the orca. This move was seen as a way to connect the NHL Canucks team to that of the WHL team, whose members wore uniforms with the word "Canucks" along the top in a similar arched design. The actual jerseys themselves were changed to the Rbk Edge design, along with all other teams in the NHL. The introduction was largely greeted with disappointment from fans and sports commentators, who criticized the uniforms for looking like a "copy and paste" of those from the past. The Vancouver Sun described the new look as "decidedly unpopular."