The Jacksonville Jaguars are in the midst of their "State of the Franchise" address, and they announced one major decision in an effort to change the Jaguars' notoriously poor branding power.
Owner Shahid Khan announced immediately after the logo was revealed that the new logo would be used on the team's uniform in the coming season.
The team also introduced a new secondary logo that will be featured on the field. This logo is aimed at directly integrating the Jaguars' heavy support of the military into their brand. The team will feature their new set of logos in the immediate future.
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Actually, "car guys" will remember that the Very First Jaguars logo was a leaping jaguar on the side of the helmet. In fact, I saw an authentic helmet for sale in a sports memorabilia store, with the leaping jaguar logo; the team had yet to play a game. That helmet [I couldn't afford it] may be worth quite a bit as Jaguar Cars sued the team and the league for copyright infringement of their Leaping Jaguar logo. The "old" NFL Jaguars logo was the somewhat hurried replacement.