The team's first NHL jerseys, worn from the inaugural season of 1970–71 (modified for the 1972–73 season) until the end of the 1977–78 season, featured a hockey stick in the shape of a shallow "V" superimposed on a blue rink-shaped rectangle forming the letter "C", designed by North Vancouver artist Joe Borovich. A modified version of this logo is still in use, as a shoulder patch on the team's current jerseys and as the primary logo of their Alternate jerseys.
In 1978, aiming for a more aggressive image, the organization asked San Francisco-based design agency Beyl & Boyd to design new uniforms. These consisted of a huge yellow, red-orange and black striped "V" coming down from the shoulders (suggesting "victory", according to its designers). It is generally considered[by whom?] to be one of the most unpopular uniforms in NHL history (hockey writer Stephen Cole referred to it looking like "a punch in the eye").
The "Flying V" theme was abandoned in 1985, to feature the team's emblem
In 1997 the Canucks unveiled a new logo, in which a Haida-style orca 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.
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' uniform 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."
On November 14, 2008, prior to their Sport Celebrities Festival, the Canucks released their new RBK Edge Third Jersey. While staying with the colours of Vancouver, and combining the old with the new, the jersey looks very similar to their home jersey. The modernized "Stick-in-Rink" logo unveiled the previous year on the shoulder of the main jerseys is used as the main crest. On the shoulder, a "V" with the head of Johnny Canuck on top is used. This is the first time in team history since joining the NHL that Johnny Canuck has appeared on a Vancouver uniform. Sports Illustrated rated it 13th overall out of the 19 third jerseys released for the 2008 season.
On opening night October 9, 2010, the Canucks revealed jerseys they would wear for select games during their 40th Anniversary season. They look exactly like the jerseys the team wore in their early years, only with the addition of Reebok manufacturing the jerseys. The jerseys sport a 40th Anniversary patch on the upper-right chest commemorating their 40th season. Just like the early years, they also bear no names, only numbers, with permission from the NHL.
On August 13, 2015, the Canucks announced that they would be wearing their 1990s Flying Skate jerseys for a February 13, 2016 game against the Toronto Maple Leafs to honour the 20th Anniversary of Rogers Arena. They attempted to do this in the previous season to honour Pat Quinn, but were unsuccessful.