[外電]Blue Jays unveil new logo for 2012 seas

[gagne (膽小烏龜)]

Blue Jays unveil new logo for 2012 season
Club undergoes third major redesign in its 35-year history
By Gregor Chisholm / MLB.com | 11/18/11 3:30 PM EST

TORONTO -- 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.

"I always thought of it as the Blue Jays," team president and CEO Paul
Beeston said. "I know Jays was kind of a nickname for it, but we were the
Blue Jays, and it was on all our material.

"At the end of the day, we went right back to where we were and we upgraded
it. It has been energized, it has been modernized, and I think when you
started looking at it, the players wanted the same thing."

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.

"It's exciting, because we're going back to the 1992-93 look," third baseman
Brett Lawrie said. "It's good in that aspect and it's good to bring blue back
to the city of Toronto.

"I think it looks good, a mix of old-school and new-school."

The Blue Jays also will return to a double-knit polyester fabric for all of
their uniforms. The switch from the previous Climate Base material was made
at the request of the players during the consultation process.

The Climate Base material is lighter in nature, but players thought it became
too heavy once they started to sweat, and the polyester is expected to
breathe a bit more naturally.

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 color 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.

"We were all part of the development and the design of these new uniforms,"
slugger Jose Bautista said. "Our input was asked for by the management, the
front office, and I think it was very nice of them to do that.

"We're going to enjoy playing in these uniforms, just like we have in the
past, but this is going to mark a change of culture in this organization, and
hopefully moving forward, we'll be in the playoffs on a yearly basis."

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 color, 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 color scheme.

Toronto's latest version once again embraces the full Blue Jays name, which
was an important initiative for Beeston, who was hired as the club's first
employee in 1976. Beeston departed the Blue Jays in '97, but he returned
again in 2009 to become the club's president and CEO.

"I really believed that we should go back to the blue," Beeston said. "The
black wasn't for me. It wasn't for me when I was in New York or heard about
what they were going to do. But I wasn't in charge, so they could do what
they wanted to do.

"We knew that we had two or three years where we could have a look at it, we
could examine it. ... To be quite honest with you, when you start looking at
it and you come back with what you had before, it just proves that's probably
what you should have had before, because everybody agreed with it."

The Blue Jays became the second team in Major League Baseball to go through a
major rebrand this offseason. The Florida Marlins changed their name to the
Miami Marlins earlier this month and also unveiled a new logo.

Gregor Chisholm is a reporter for MLB.com. Read his blog, North of the
Border, and follow him on Twitter @gregorMLB. This story was not subject to
the approval of Major League Baseball or its clubs.

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