An NFL team seeks a big voice for a small market—a recognizable, differentiating brand identity program to rally Jacksonville fans around the new franchise.

The Jacksonville Jaguars and the National Football League hired SME to develop an inspiring team brand identity to apply across all aspects of the team’s communications. SME developed a new set of Jags icons befitting of team characteristics—fierce and determined, using the color combination of teal, gold and black. Dovetailing from the primary design, SME also created a suite of marks for the Jags organization, including a secondary mark, word mark, and the logo for their foundation, Jaguars Love the Children.