Jaguars unveil new logo for 2013

'That's one cool cat,' owner Shad Khan quipped after the unveiling. (

Ah, yes, it's a new era in Jacksonville. This is the rallying cry for organizations across sports mired in mediocrity and looking to revitalize an indifferent fan base. So it makes perfect sense that the Jaguars would unveil their new logo less than 48 hours after the 2012 season officially ends to get a jump start on 2013.

In a press event that was carried live on the team's website, owner Shad Khan spoke of "The rebirth of the Jacksonville Jaguars" and "Forging a new identity." And part of that -- along with a new front office and coaching staff -- includes a new look (new fonts and everything!).

"We are trailblazers leading the way for purposeful change," Khan told the gathered media. ". . . That's the very spirit that Jacksonville overcame 20 years ago to become the 30th franchise in the NFL. . . . We are dedicated to each other and the Jacksonville community. …

"It symbolically speaks to the passion," Khan continued. ". . . It was time to have a new logo ... we wanted to find the right look that is faithful to the past . . . but also bring unmistakably a new energy to the Jaguars."

The news gets better: the logo will be on the team helmets in 2013. Whether that magically changes the fortunes of a team that won seven games the last two seasons remains to be seen.

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CBS Sports Writer

Ryan Wilson has been an NFL writer for CBS Sports since June 2011, and he's covered five Super Bowls in that time. Ryan previously worked at AOL's FanHouse from start to finish, and Football Outsiders... Full Bio

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