The Super Bowl is barely in the books, but the Jacksonville Jaguars are ready to move on from a disastrous 2012 and forge ahead to 2013 with a fresh start all around.
In January they hired a new GM (Dave Caldwell) and a new coach (Gus Bradley) and on Tuesday the team unveiled its new logo.
The Jaguars’ primary logo hasn’t changed since the team’s inception in 1995. Shad Khan, entering his second season as owner of the club, sees it as a bold rebranding for the club.
“Nothing brings a team more to life than a team logo,” said Khan, who also introduced a team theme — “Stand United” — for 2013.
“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.”
The team’s new uniforms are expected to be revealed in April.
The logo change wasn’t drastic, though it does give the Jaguar a more realistic look, the teal tongue, nose and eyes notwithstanding.
The team said it took fan feedback into account. Specific design changes included a realignment of the jaw, a re-positioning of the ear and the addition of white around the mouth.
Aside from the logo, the team said it is also is looking into upgrading its video board, though not likely in time for the 2013 season. One concept the Jaguars are investigating would make it the largest video board in the league, surpassing the one at Houston’s Reliant Stadium.