The Jacksonville Jaguars are undergoing a facelift that has nothing to do with the roster.
The team unveiled an outstanding new logo Tuesday, accenting gold and drawing more white into their traditional growling cat image.
The team released the logo via a press release sent to B/R in which owner Shad Khan said the logo would be part of a rebranding effort. 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. A new era for the Jaguars begins today.
The team recently moved on completely from the Wayne Weaver era with the dismissal of general manager Gene Smith. The image changes are meant to herald a new direction for one of the worst teams in football in 2012.
In announcing the theme of "Stand United", team president Mark Lamping said:
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. Change is exciting and it is certainly ahead for all of us.
The actual changes to the image are attractive and stand in contrast to the Jaguars' last major rebranding, which resulted in the oft-marked sparkle helmets maligned by fans around the league.
The new logo is sleek and modern and less stylized than the original jaguar, but retains the spirit of the standard-bearer that the franchise played under since its inception.
The Jaguars also announced that there will be no per-game price increase for 80 percent of seats in 2013, and another three percent of seats will actually be cheaper.
Fans have doggedly supported the team in recent years, valiantly selling out game after game to watch one of the worst teams in football. The rebranding and pricing efforts represent recognition by the front office that the fans have held up their end of the bargain, and it's incumbent on the franchise to do more.
Of course, until the product on the field is upgraded, all other changes are strictly cosmetic.
If a team has to make cosmetic changes, at least they made them for the better.