Getting Blanked: Jays Tap Into Passion of Their Fans for New Identity

Within the next few weeks the Toronto Blue Jays will be introducing their new logo and uniform set, one which borrows heavily upon what the team had sported for several seasons in the early-to-mid 1990s. In terms of branding it’s almost as if the previous 15 seasons – and three identity changes – never existed.

Click here to read the rest of my debut post for The Score’s Getting Blanked blog

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12 Responses to Getting Blanked: Jays Tap Into Passion of Their Fans for New Identity

  1. Brandon says:

    This is good. Too many teams all over sports think that they need to “modernize” their look to keep them going so they darken or eliminate the old colours, make the new logo more angry and shorten their name on jerseys (example: Blue Jays to Jays). So this is a good step.

  2. Zach says:

    Love having the Jays going back to their roots, one of the best logos of all time (in this guys opinion).

  3. Ed says:

    This is really good to see – the “gray jays” never looked right in the post 2004 switch and really lost a real and clear identity for the club. The 1997 wasn’t terrible – but nice to see a return to the Blue Jays classic identity!

  4. Bill says:

    I’d be a happy guy if they went back to the original logo and the 1989-1996 uniforms, both home and road. (Throw in the blue alternate jersey from 1994-1996, too.)

    Wouldn’t change one thing about them, in regards to graphics/lettering/striping. The perfect uniforms, IMO.

    I’d definitely buy all three.

  5. Aaron says:

    RE: Bill:

    I conquer. I’d be happy to see this uniform style back as well. Bringing back the classic logo would be nice, but if they’re going to go with their proposed new logo, this is the uniform style they should go with.

  6. Big Bubba says:

    When was this picture taken?

  7. Bill says:

    Big Bubba,

    I believe the photo was taken sometime in 2009.

  8. This photo was taken in August 2009, the Jays wore their 1989-93 era home uniforms to honour the two World Championship teams who were in attendance.

  9. Bill says:

    Check out, in the photo, the jersey logo and the cap logo. Notice how the shades of the birds’ “crowns” differ? The bird on the jersey has a crown that is a very light blue, whereas the bird on the cap has a crown that is a bit darker.

    Chris,
    Do you know when they replaced the lighter shade with the darker shade?
    I have three New Era game caps from the 1989-’96 era. One has the white front and the other two are the solid blue type. Both the white hat and one of the blue hats has the bird with the lighter-shade crown. The other blue hat, which I bought a bit later than the other two, has the bird with the darker-shade crown.
    I always wondered exactly when, and why, they made the change. Just curious. No big deal.

  10. Ryan says:

    I guess im one of the few who feels the new blue jay should stay, drop the black jersey make it a royal blue and make the jersey say “blue jays”

  11. Marceau says:

    Like Ryan, I m also very disappointed. The Jays should keep the current logo. It s much better than the old one. Going back would be so disappointing 😦 I love the current uniform with the maple leaf on the arm.

  12. Edwin says:

    They should try and make as if the previous 15 seasons never existed, they have sucked for that long, maybe this change is also a change in philosophy of that to actually trying to field a team with the intention of winning.

    Older, “vintage” are always the BEST

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