Monday, August 19, 2013

Jacksonville Jaguars New Logo Design

Since my last post about the Dolphin's new logo, a friend asked that I discuss the new Jag's logo and of course I am very happy to oblige! 

Some obvious changes right off the bat from old to new are an overall more realistic look in the updated logo. Take the shape of the spots, for example: on the old logo they look unnatural and to me, quite frankly,  they resemble cheese doodles. 

I know comparing an element of the design to a cheese doodle in terms of shape is far from academic, however it is accurate as seen below:

Nothing about a cheese doodle is natural, including it's shape. So in general I am a fan of the new logo becoming more natural and organic in it's look and feel. 

You can see that the new spots on the Jag's head and face look like they have texture resembling fur, as well as a pattern that matches more accurately with the markings of the real life cat.  
I also like the fact that this logo found more ways to incorporate the teal color. Before it was only in the tongue, and now it is also in the nose and the eye of the cat. Because I think the unique color scheme of this team is a definite strength, I am happy to see more of both colors in the new design.

One strong element about the old logo that seems to be missing now is the emphasis on the whiskers. I'm ok with that because I am not sure why they chose to emphasize the cat's whiskers in the first place. Perhaps to use those arching lines to create more movement in the design, or more contrast behind the teal tongue? 

With the new design the mouth is bigger and more wide open, it also has a longer tongue. The mouth and teeth are now the emphasis of the design, which to me again is a significant improvement.

Another overall improvement for the brand and NFL as a whole with the Jacksonville rebrand. Let's see if this Florida team can take the improvements to the field and their record. 

Are you a fan of the new Jag's logo and helmet design?

Tuesday, August 13, 2013

Miami Dolphins Rebrand

I know the Dolphin's released their new logo a while ago so this is somewhat old news, but I had yet to chime in about the new look here on SOD blog. The new logo has been a great conversation in my Web Design and Editing course at Full Sail University, where we focus the first week of study on design fundamentals, in order to give my sports marketing students a good foundation from where we can expand.

I have heard from some students and fans who love the new logo, and also from some who hate it.

Here are the top 3 reasons why I think the logo is a big improvement, and now one of the best logos in the NFL.

1. The body position of the Dolphin. 


The dolphin's body in this logo is not in any kind of action position. He looks like he is just literally floating there, perhaps waiting for a wave or a sardine from the bucket.


The dolphin's body in this logo is now in action! His body position suggests he might be in the air above the surface, perhaps having just jumped out of the ocean with the sun behind him at the peak of his launch.

2. No more helmet.

This was necessary. A fish in a helmet is just corny.

3. The circle of sun rays.

The orange circle of repeating sun rays behind the old dolphin were the same all the way around. By adding some variety in the scale of every other point, the logo gains visual interest while keeping the repetition.

Other mentionable improvements: the color tweaks, the general flatter look, and the improved overall balance.

Overall I think it is one of the top NFL logos because beyond the fact that it is a fantastic design, the icon symbolizes the team, the city and the fans appropriately and with the high level of style you would expect from a fashion and design hot spot like Miami, Florida. 

Congrats to the Dolphin's nation! I might just be Phins fan this year!

What do you think about the new Miami Dolphin's logo?