I have written before about my love of the Blue Jays old school uniforms.
The last few years though have seen the Blue Jays become the ‘black and silver Jays’ with a uniform and logo that bears no resemblance to the bird they are named after. Its been ok, but i have yearned for the logo and colours of the World Series teams of the early 90s.
At last, after many years of fans complaining, the Blue Jays dipped into their past when looking for inspiration for the club’s new logo that was revealed at Rogers Centre on Friday afternoon.
The new look is a modernized version of the franchise’s first logo that was used from 1977-97. It features a sleeker-looking Blue Jay bird head with a prominent red maple leaf to showcase Toronto’s standing as the only Major League Baseball team in Canada.
The design also marks the return of “Blue” in Blue Jays for the first time in almost 10 years and will be reflected on two of the three uniforms.
The primary logo has the sharp-featured bird head imposed on top of a baseball and a red maple leaf. An arched solid blue font “Toronto” is above the baseball with “Blue Jays” located below, and the entire logo is fully encased in a blue and white split-line circle.
The new look was more than 18 months in the making. It was created by the Blue Jays with assistance from the Design Services division of Major League Baseball, in conjunction with members of Toronto’s staff, manager John Farrell and several players.
The secondary club logo will be the focus of the cap and helmet. It features the bird head with a blue crown, navy blue beak and neck accompanied by the red maple leaf. That look will be used for all home, away and alternate uniforms.
Toronto’s home white uniforms will have “Blue Jays,” while the traditional grey road uniforms have “Toronto” across the front in blue and white split-lettering font.
Royal blue will be the main colour scheme for Toronto’s alternate uniform. It has arched “Blue Jays” lettering across the chest and two white stripes at the bottom of each sleeve. The jersey can be worn with either the home white or road grey pants, and all three uniforms will have the secondary logo located on the left side of the player’s chest.
The logo is the seventh in Toronto’s 35-year history and its third major redesign. The first logo was introduced in 1976 and spanned 20 seasons before a change was implemented in 1997.
The second logo, which was designed by the Design Services division of Major League Baseball, put more of an emphasis on Canada’s national colour, as the red maple leaf served as the backdrop for the bird head.
In 2002, the club went through its second major rebranding process. The Toronto-based firm Brandid opted to focus on “Jays” and used traditional baseball script with three-dimensional metallic letters with an emphasis on a black and silver colour scheme.
Overall, the Jays hit a Jose Bautista sized, upper deck home run with this redesign, and valuing input from the players on the design was a nice touch. It touches the nostalgia nerve in all of us from when we were younger and the design was first introduced….I love it!!