I mentioned this in week 1, my love for the Toronto Blue Jays logo. So I figured I should blog about it!
So here is the timeline of the Toronto Blue Jays logo. The very first one was a keeper for nearly 20 years! The name ‘Blue Jays’ was selected from 2000 submissions for possible team names when Toronto was granted a franchise in 1976. It was likely submitted, partially, because the owners at the time was Labatt Blue beer. It was not popular originally, but truly grew on people.
The logo was designed by Toronto based Savage-Sloan Ltd. All google searches of this company mention the Blue Jays logo, so this seems to be their biggest gig.
The baseball strike of 1994, combined with the Blue Jays starting to be a very bad ball club began the next 15 years of less popular designs. The 1997-2002 one really tried to push Canadian pride to spark interest (and was designed by the MLB Properties in house design group). The 2003 one didn’t last long, because birds don’t have arms (yet alone buff arms with tattoos). And the 2004 one was part of a new GM/management. They were minimizing the ‘Blue’ altogether, and introduced black to the color scheme (designed by another Toronto based firm, Brandid, which also seems to have a very limited online presence, though they may be tied to Canadian advertising giant McLaren McCann). It also didn’t go over well.
When there was not another front office overhaul in 2010, they decided to bring back the old logo, marginally updated in 2012. It was also designed by the MLB design company.
I don’t know why I necessarily love the logo – but the logo all the way back from 1977 holds up – with only the font looking dated. Both the original and the most recent logos contain aspects I don’t like – namely the ‘Toronto’ not being centered (as the bird gets in the way). But, as a whole I like it. It’s simpler than the ones in the middle years, though it’s not a simple logo by any means. The memories of this team, growing up with them, staying with them through thick and thin may be one reason that I do think it’s just a great logo – the sense of nostalgia. Unlike large corporations, which inherently often have negative connotations to them, sports teams generally creative a sense of pride naturally, so it’s not hard to enjoy and approve of their logos – if done correctly.
An in depth look at their logos and how they were worn on uniforms can be found here.