Jacksonville Jaguars Unveil New Brand Identity

The Jacksonville Jaguars today introduced a new brand identity as they look to revamp the organisation. 

“To be a success in business or life, order you have to stand for something and hold yourself accountable to the principles you believe in,” Khan 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 everythingmwe 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 Jacksonville Jaguars logotype and the introduction of 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. 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 our 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 directionof the team and the community of Jacksonville,” said Jaime Weston, Vice President Brand and Creative, NFL. “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.”

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