Jacksonville Jaguars owner Shad Khan unveiled new logos and a rebranding effort tailored to reflect three distinct and powerful attributes that will describe the team on and off the field _ “proud, bold and committed.”
“To be a success in business or life, you have to stand for something and hold yourself accountable to the principles you believe in,” Khan said.
“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,” Khan said in a news release.
The new identity keeps the Jaguars' traditional colors of black, teal and goal while offering a fiercer looking and truer depiction of a Jaguar.
The Jaguars will introduce a shield featuring a bold graphic treatment of the nickname “Jags.”
The new logos will be rolled out throughout the 2013 season as part of the team’s “Stand United” theme.
“Stand United is about the community and theme coming together and a way of life that anyone who loves the Jaguars and Jacksonville can personally understand and appreciate,” Khan said.