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SBD/February 6, 2013/Franchises
Jaguars Unveil New Logo, Ticket-Pricing Plans; Team Eyes Record-Size Scoreboards
Published February 6, 2013
THE SEAL OF THE TEAL: Jaguars Senior VP/Communications Dan Edwards said that the club "worked with the NFL creative team" to create the new logo (THE DAILY). ESPN.com’s Paul Lukas noted the change marks “the first helmet logo revision in the team's 18-year history.” The update is a “big hit here at Uni Watch HQ.” The old logo “wasn't bad, but it looks crude and sloppy compared to the new one.” The teal nose is “a little weird, and the teal eye is even weirder.” But Lukas added, “I gather we'll all get used to them, just like we got used to the teal tongue on the old logo. Let's hope this all bodes well for the team's new uniforms, which are due to be unveiled around the time of the NFL draft in April” (ESPN.com, 2/5). In Jacksonville, Matt Soergel wrote the colors are “crisper, brighter,” and the new logo “honors the old one, but stands on its own.” Soergel: “Most importantly, it kept the teal tongue -- and even emphasizes it.” Jacksonville-based marketing and advertising firm Robin Shepherd Group Creative Dir Mike Guiry said, "I like it. It crops well. It’s definitely a radical shift in the style. … The ears are pinned back, the teeth are sharper. It’s more realistic, and definitely a closer tie to the jaguar in front of the stadium. The bright color palette, I think, is interesting.” He added, "This is an evolution, but there's definitely a jump" (JACKSONVILLE.com, 2/5). YAHOO SPORTS’ Kevin Kaduk wrote the “cat got a little bit of Botox and the result is a more colorful and pulled-back look” (SPORTS.YAHOO.com, 2/5). ESPN’s Michael Wilbon asked Tony Kornheiser about the Jaguars new logo, “What do you think of this junk?” Comparing the previous logo to the new one, Kornheiser said the new mark is “marginally better, but better.” Wilbon: “Somebody paid huge money for that? Some kid could have done that on his Etch-A-Sketch” (“PTI,” ESPN, 2/5).