The Jaguars introduced a new brand identity and logo on Tuesday.
The brand is “inspired in equal parts by the bold vision and promise of a new generation for the club, the passion Jaguars fans have for their team and the exceptional relationship the Jaguars have shared with Jacksonville for the past 18 NFL seasons,” per the team’s release.
The new logo is still black, teal and gold with a “fiercer” jaguar and a closer depiction of a real jaguar. The team has a secondary mark, which is a shield featuring the new logo underneath a bold graphic treatment of the nickname “Jags,” paying homage to the military roots of Jacksonville.
“To be a success in business or life, you have to stand for something and hold yourself accountable to the principles you believe in,” said team owner Shad Khan. “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 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.”