Jacksonville Jaguars Jaxson DeVille Logo

I had the opportunity to work on a logo refresh for Jaxson DeVille, the beloved mascot of the Jacksonville Jaguars football team. The goal of this project was to update the mascot’s logo to better align with the team’s current brand identity and to establish cohesive color and style guidelines for future usage.

To begin, I conducted research on the team’s existing brand assets, including their primary logo, color palette, and typography. I also looked at various examples of sports mascots and their respective logos to get a sense of industry standards and best practices.

Next, I explored different design directions for the new logo, taking into account factors such as legibility, scalability, and versatility. I created several initial concepts, each with its own unique characteristics and elements that reflected the team’s values and personality.

After presenting these options to the client, we collaborated to refine the designs and ensure that they met their specific needs and preferences. We considered the appeal to a diverse group of stakeholders, including fans, sponsors, and team executives, to ensure that the final product would resonate with a wide audience.

In addition to the logo redesign, I also developed comprehensive style guidelines that outlined the appropriate use of the new mark, including color palettes, typography, and minimum size requirements. These guidelines helped to ensure consistency across all applications.