SBD/November 21, 2011/Franchises

Blue Jays Look To Rekindle Glory Years With New Logo Reminiscent Of Past

Logo change was 18 months in the making and included input from MLB, players
In a "deliberate attempt to link the current renaissance of the Blue Jay brand with the glory years of the franchise, the team’s new duds are reminiscent of the ones they wore to back-to-back World Series titles in" '92 and '93, according to Ken Fidlin of the TORONTO SUN. The Canadian maple leaf "plays a prominent role in the logo that also brings back a bird virtually identical to the original that adorned Toronto’s uniforms for the first 20 years of the franchise." Fidlin wrote, "Into the garbage goes the fearsome stylized 'J' with the angry bird-head, the most recent of many logo iterations that have been used since last the Jays were a successful entity, both on the field and at the box office. Into the garbage, also, go the black and silver uniform tops that have been prominent the last few years." Team President & CEO Paul Beeston said, "We’re not the Jays. We’re the Toronto Blue Jays. The blue is back throughout the logo. The red is back in it, too as signified by the maple leaf. It’s a very important part of our logo, our history and of what we represent. We represent Canada and we’re proud of it." The new logo also "features the distinctive split lettering that was a part of the Blue Jay look from 1977 through 1997." It is "incorporated in the numerals on the backs of the uniform tops" (TORONTO SUN, 11/19).'s Gregor Chisholm noted the new look was "more than 18 months in the making." It was "created by the Blue Jays with assistance from the Design Services division of Major League Baseball, in conjunction with members of Toronto's staff, manager John Farrell and several players." The secondary club logo will be the "focus of the cap and helmet." It "features the bird head with a blue crown, navy blue beak and neck accompanied by the red maple leaf." That look will be "used for all home, away and alternate uniforms." The Blue Jays also will "return to a double-knit polyester fabric for all of their uniforms." The switch from the "previous Climate Base material was made at the request of the players during the consultation process." Toronto's home white uniforms will "have 'Blue Jays,' while the traditional grey road uniforms have 'Toronto' across the front in blue and white split-lettering font" (, 11/18).

OLD-SCHOOL LOOK: TORONTO STAR fashion reporter Derick Chetty noted, "This redesigned uniform does not break new ground. It’s not a radical new design, more a return to their heritage with the iconic blue colour and bringing back the name ‘Blue Jays.’ I love the sharp graphic blue jay logo with the red maple leaf but find the placement on the front of the jersey on the lower left a bit odd." Roots Canada co-Founder Michael Budman wrote, "The Blue Jays' re-brand has elements that will resonate with Toronto baseball fans of all generations" (TORONTO STAR, 11/19).

PRIVATE EVENT: The NATIONAL POST's John Lott noted the Blue Jays' event held at the Rogers Centre to unveil the new logo, "complete with free food and drink, live jazz music and glitzy production values, was staged for media and invited guests only." Lott asked, "On a day designed to hype fan interest and promote sales of the new clothing line, why not open the gates and let the fans in?" Beeston said that team officials "did not consider it." Beeston: "From the point of view of getting the players back here and doing this, it would have probably been a pretty good idea" (NATIONAL POST, 11/19).
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