The Jacksonville Jaguars released their new primary team logo Tuesday, along with their secondary and foundation logos. The brand new identity is inspired in equal parts by the bold vision and promise of a new generation for the club, the passion of Jaguars’ fans and the exceptional relationship the organization has shared with the Jacksonville community for the past 18 NFL seasons.
Now entering their 19th NFL season — and second under owner Shad Khan — the Jaguars will immediately march forward with a comprehensive re-branding effort tailored to reflect three distinct and powerful attributes that will describe and guide the team on and off the field: proud, bold and committed.
Courtesy of the Jacksonville Jaguars
The Jaguars have recently been rumored to be the primary team that might relocate to another city. The NFL is looking to have a franchise placed in Los Angeles and Jaguars are allegedly at the top of the list.
However, the team has not been to the playoffs since 2007 when it finished second in the division with a 11-5 record. Jacksonville managed to defeat the Pittsburgh Steelers in the Wild Card round for that season (31-29), but was overwhelmed by the New England Patriots in the Divisional Round, 31-20.
Since their last playoff season in 2007, the Jaguars have a combined record of 27-53, including their 8-8 season in 2010. The organization has experienced a decrease in stadium attendance over the past several years and led the NFL in television blackouts. Their attendance issues became such a problem that in 2005, the franchise had to tarp off a portion of their stadium. In 2009, seven out of their eight home games were blacked out as they averaged 50,000 fans in a stadium that has a capacity of 73,000.
Khan is looking to gain the trust of the Jacksonville community and looks to take steps towards a better future for a team he plans to keep in its present location.
“To be a success in business or life, you have to stand for something and hold yourself accountable to the principles you believe in,” he said. “The Jacksonville Jaguars will not be casual in this responsibility which we owe ourselves, our fans and the Jacksonville community.
“From this day, the Jacksonville Jaguars will live a brand mission of being proud, bold and committed in everything we do. Our new logo and campaign theme are the first initiatives of what will be many examples of bringing this philosophy to life. A new era for the Jaguars begins today.”
Highlighting the new brand identity is a vibrant redesign of the team’s time-honored Jaguar logo that has adorned the team’s helmets since opening NFL play in 1995, as well as a refinement of the logotype and the introduction of a military-inspired secondary logo. The brand identity will be brought to life in 2013 under the theme “Stand United,” which universally speaks to the new era ahead for the team and the rallying spirit of Jaguars fans for nearly two decades.
“The new brand message, logo treatment and campaign theme we are introducing today will be critical components to the ongoing revitalization of the Jaguars franchise,” said Jaguars’ president Mark Lamping. “Change is exciting and it is certainly ahead for all of us.
“But, we were careful to remain faithful to the values that Jaguars’ fans and the Jacksonville region have embraced since day one, and the result is a new look and approach that we feel will make an immediate and lasting impact,” he continued. “We are grateful for the role the NFL played in this process as no one understands better than the NFL the importance of balancing tradition with an eye to the future.”
The new visual identity system is the result of several months of collaboration with the NFL, incorporating specific insight from the fans in 2012 and in recent years.
“It was important to evolve the logo — in collaboration with the Jaguars — in a manner that recognizes the team’s existing brand equity, embraces the organization’s strong values, and undeniably reflects the direction of the team and the community of Jacksonville,” said vice president of brand NFL Jaime Weston. “It was a terrific experience for the league to work with an enthusiastic and pioneering franchise like the Jaguars. The new logo will play a major role in the Jaguars’ vision and mission to be proud, bold and committed.”