October 12th, 2011
WHAT: The Toronto Blue Jays new logo has apparently been leaked onto the internet (and since been confirmed by Uni Watch) and is looking pretty retro – but a lot forward-looking too! It’s a pretty great use of the throwback appeal: the AL East division, home of the Sox and Yankees is steeped in history, and it is throwing back to the 2X World Series Jays decade. They’ve sharpened some of the round edges to give it a more forward-looking edge but not so much to give it that generic computer-generated look… The Maple Leaf may be a bit pasted on, but it’s prominence compared to the 80s logo it references gives it some Canadiana love – maybe cashing in on a little of that Canadian-born Brett Lawrie swagga going on this year.WHEN: Leaked on the web Sept. 21st. I’d say the timing of a new logo marks the beginning of a new (Anthopoulos – the new savvy GM) era. Another note about timing: ESPN Page 2 hinted that while they say leaks interfere with marketing plans deep down they’re happy that people are paying attention to their teams and brand at a time when they otherwise wouldn’t care a bout a team with a dead season – so does a new logo pack a punch of pr power or is it just the product that matters?
WHERE: This spring on your favourite Jay’s pecs. Watch for new merch soon no doubt – this should be a huge cash cow. Especially since they’re just different enough from the 80s one that you’ll need an upgrade.
WHY: New-look Jays with big plans for the future. That and the old logo plain sucked.
HOW: As with all branding, you never can tell a great mark until it’s integrated with its environment – unis, sales materials, stadium stuffs. Perhaps the pasted red maple leaf will look better once we see the logo on the new red uniforms! Kidding .. well actually I have heard this rumoured (likely only as a third jersey I hope). Right now all we get is a plain logo – can’t wait to see it in action.
So what do you think? What other teams need a rebrand (and not in the Miami Marlins art deco disaster way)?
Here are some links:
Worst MLB logos ever
Some retro MLB logos
ESPN Page 2 story on the Jays new logo
After designing and developing websites, and overseeing teams for large corporations like Rogers Media and Virgin Mobile, the desire to have more control of, and involvement in the entire process took hold. Jason Stewart and Chantal Weill came together under the interests of marrying the pragmatic and the good-looking in this mercurial medium that is constantly re-creating itself.
