Jacksonville Jaguars Primary Logo
In February 2013, Jaguars owner Shahid Khan, who had acquired the team in late 2011, introduced a new brand identity for the team that included a new logo. Committed to "harnessing the momentum" of bold, purposeful changes, Khan envisions the logo as a "new symbol for a new generation" in Jaguars history.
2013 - present
The Jags new logo is the result of several months of collaboration with the NFL, incorporating specific insight from Jaguars fans in 2012 and in recent years. The new Jaguar head logo was intended to be “fiercer” and more realistic. The new primary logo stays true to the team’s traditional colors, while featuring a “fiercer” Jaguar, “amplifying the powerful characteristics of the cat.”
1995 - 2012
Ford Motor Company, then-parent of the automaker Jaguar, believed that the proposed Jaguars’ logo bore too much resemblance to the automaker’s logo. Though no lawsuit was brought to trial, lawyers from the team and the auto maker negotiated an ultimately amicable agreement whereby Jaguar would be named the official car of the Jaguars, and the Jaguars would redesign their logo. A new logo was a snarling jaguar head with a teal tongue, which Weaver said was his wife’s touch. He also claimed that the teal tongue came from “feeding Panthers to our Jaguars” — an obvious jab at their expansion brethren.
1993 - 1994
Black and gold leaping full body jaguar.