Jacksonville Jaguars New Logo, Uniforms

Yesterday, the Jacksonville Jaguars unveiled new uniforms for the upcoming season, as well as a redesigned logo.  The announcement was made at Nike’s campus in Beaverton, Oregon.  The uniforms, which are part of the Nike Elite 51 line, “deliver everything an athlete needs (and) eliminates what he doesn’t, while pushing the limits on creativity and design,” according to Todd Van Horne, Nike’s VP and Creative Director of Football.

Jags Logo on Gloves For a football franchise that has been struggling in recent years, I think the redesign is a good move.  The Jaguars have the 2nd overall pick in the NFL Draft this year (which starts tomorrow night) and need to start building excitement for the season.  And though a new logo alone won’t make people forget about their poor record last year, it’s an opportunity to start re-building their brand. The modern look should appeal to a younger audience, and with a team full of young talent themselves, may help in fostering a connection to the community.

This, of course, is just a small step in the brand building project for the Jaguars. As is the case in business, your marketing and branding efforts can go a long way, but if you’re putting out a product that no one wants (or wants to watch), you’re going to have a hard time getting the support you need. So while the new logo and uniforms will certainly help jersey sales in the short-term, if they Jags don’t figure out a way to start winning some games soon, their marketing department could be in for (another) long season.




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Paul Arterburn is a Co-founder and the Head of Product at Brandfolder, a Techstars Boulder 2013 company. In this capacity, Paul is responsible for overall product vision and execution. This includes managing the development and design processes, constructing and executing the product roadmap, and deploying code daily. Paul is nearing the magic 10,000 hour mark of coding through the dedication of learning 15 different coding languages over the past 15 years. Daring and scrappy, Paul is ready to leave the Web better than he found it: this is what drove him to found Brandfolder. Me in 3: • Movies people can’t believe I don’t like: Star Trek and Star Wars. • My secret talent: As a songwriter my first songs at age 16 were about all girls, and my latest about just one - my fiancé. • My first invention: A wrestling move dubbed 'The Bob Dole' still used across the state of Nebraska today.

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