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?