The Jacksonville Jaguars unveiled a new logo today for the 2013 NFL season.
According to NFL.com, owner Shad Khan, who bought the team last year,has hired a new general manager and a new head coach since taking control of the team. The Jaguars’ new logo is Khan’s next step to re-brand the organization.
The team wrote on Twitter: “Khan announces rebranding effort to reflect 3 attributes: Proud, Bold and Committed.”
Khan told the Washington Post:
“If the Jacksonville Jaguars are truly to experience a rebirth, it was time for a new logo … Not a radical change. We wanted to find the right look that was faithful to the past and respects the players and the fans, and also bring unmistakably a new energy to the Jaguars franchise. Our new symbol for a new generation.”
The Jaguars finished 2-14 this season and have only made the playoffs twice in the last 13 years. A new logo won’t turn the team around but the team is hoping to see some progress in 2013 with newly hired general manager Dave Caldwell and coach Gus Bradley.
Team president Mark Lamping said:
“We know the No. 1 thing we have to do is put a better team on the field for our fans, but you can’t expect that your focus can only be on it … That needs to be No. 1, but there’s other things we need to do to allow us to compete, because every team is trying to win.”
Do you think the Jaguars’ new logo will give them a competitive advantage?