The Jacksonville Jaguars are looking to ramp up their image in 2013 after seeing dismal turnouts to games last year and a loss in revenue, and they’re starting with the logo.

The old one looked…well, a bit sad. The jaguar looked tired and the colors seemed sort of washed out. Nothing about it said that the team was ready to take the field like a bunch of wild cats and destroy the competition; more like they were ready to come out, do a couple of slow turns in a circle, and then plop down for a nap.

The new logo is vibrant, fierce, and much more suited to a NFL team. It’s streamlined, it’s angry, and it’s ready to help propel the Jags into a better year. At least, that’s what team president Mark Lamping is hoping. He wants the logo, combined with an upgrade to EverBank Field that includes new stadium seats and giant scoreboards, to revamp their image and draw in fans. In 16 years, the team has fallen from number 2 in the league to number 29, which is unacceptable to Lamping.

“We need to fix this,” Lamping said. “If we do not, we threaten the financial stability of the franchise.”

The team’s leaders–Lamping and owner Shad Khan–say the logo is a big part of helping to recover their image and want it to convey that they are “proud, bold, and committed”.

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