Jaguars Primary Logo
The Jacksonville Jaguars have been an NFL franchise for nearly three decades. Wayne Weaver originally purchased the Jaguars. They would make an immediate impact, making the playoffs every year from 1996-1999. In 1996 and 1999, the Jaguars would appear in the AFC Championship. Many notable players that helped the Jaguars to become relevant shortly after being founded were Mark Brunell, Fred Taylor, Jimmy Smith, and Keenan McCardell.
As you’ll see, the Jaguars had their first primary logo from 1995 until 2012. The only subtle change to the logo was done in 2002. In 2002, the Jaguars added a darker shade of gold to the jaguar.
Jacksonville Jaguars owner Shad Khan acquired the team in late 2011. In 2013, he introduced a new brand identity. With this new brand identity, a new logo was introduced.
Shad Khan was committed to bringing bold and impactful changes to the organization. Khan envisioned the logo as a "new symbol for a new generation" for the Jacksonville Jaguars.
As you will see, the Jaguars’ current logo is accentuated by the increased ferocity of the jaguar in the logo.
It is only right that we create a logo history page for the Jaguars so that their fans can have an opportunity to connect with their main brand identifiers.
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.”
2002 - 2012
The Jaguars logo featured a gold jaguar head with a splash of teal on its tongue and a black pattern on the jaguar’s skin.
The Jaguars used this logo from their inaugural season in 1995 right up through 2012 with an adjustment to the shade of gold made in 2002.
1995 - 2001
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
Unused Logo
Black and gold leaping full body jaguar.