Unifying Threads Connect Past and Present in Boston Bruins' Playoff Spot

In Boston, we may wear our hearts on our sleeves, but our purpose, our reason, our PRIDE lives on our chests – making up the lines of the Bruins’ eight-spoked 'B.'

This year’s playoff spot from GYK Antler for the Boston Bruins showcases the unifying thread connecting the past and the present. For 100 years, a gold thread has stitched the B onto the jerseys of legends, alumni, fans, and the current Bruins team. The spoked B is more than just a letter, it’s a symbol of what ties together the team and the city.  

This spot delves into the meaning of the B, what it stands for, and what it means to be a Bruin. Visually the spot stays focused on the B rather than the names on the back of the jerseys. A centre-cut treatment keeps the eye locked on the B as we look through playoff moments with a crescendo of sound.

This year, we play for legends.

For legacy. 

For city.

For each other.

For the B.