Jacksonville Jaguars: New Logo Unveiled

Many things needed to change for the Jacksonville Jaguars following their NFL tying worst record in the league.  New Jaguars owner Shad Khan hired a new general manager and a new head coach with the hopes of immediate improvement, and yesterday he took the next step in the rebranding of his franchise by unveiling a new logo for the upcoming season.

The new primary logo stays true to the team’s traditional colors, while featuring a slightly more defined Jaguar.  For comparison reasons I also displayed the previous logo below.

Image Courtesy of: Businessinsider.com

The secondary logo, and my personal favorite, will include a shield featuring the new logo underneath a bold graphic treatment of the nickname “Jags”.  This logo is meant to pay tribute to the military roots of Jacksonville.

Image Courtesy of: Sportstalkflorida.com 

Image Courtesy of: PRIProductions.com

The new logo was shown around 4pm in the West Touchdown Club at Everbank Field in a press conference dubbed “2013 State of the Jaguars”.  The conference also covered details such as 2013 ticket prices, stadium upgrades, and 2013 scheduling.  Jaguars President Mark Lamping, who joined Khan at the conference, added, “We will bebold and our new logo type is bold.”  The branding will be accompanied in 2013 by the theme, “Stand United” which the team said in a statement “universally speaks to the new era ahead for the teamand the rallying spirit of Jaguars fans for nearly two decades.”  The theme is already displayed on the Jaguar’s website, social media platforms, and banners outside of Everbank Field.

The team has struggled with maintaining a competitive football team over the last few years, and personnel will be the highest priority of this offseason, but for Jaguar fans this rebranding process and improvements to the fan experience can produce new enthusiasm and excitement going forward into next season. 

For more information visit the Jacksonville Jaguars website: www.jaguars.com

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