After about a day to simmer on the new Jacksonville Jaguars logo, I have come to the conclusion that I like it. I don’t love it, but I can accept it for what it is. There still needs to be some room for the uniform to see the full effect of the rebrand.
But as I look at the logo, there was one thing that bothered me about it. The face looked too long. Some comments say that the face looks too feminine because the face is so long. Because of that, the logo isn’t as great as it could have been.
Then it came to my realization that if the logo wasn’t stretched out, rather condensed in, it would look a whole lot better. As you can see, the logo looks a lot better without a stretched out long face.
The stretched look appears to make the logo look faster, fiercer, etc. But the ratio logo appears to have lasting elements that could go another two decades.
I know such change won’t happen now, but maybe in a couple years? Who knows?