21 Nov

The New Blue Jays Go Old School

Posted in News on 21.11.11 by John Meloche

Re-branding and re-imaging is an integral part of business growth. For any business that is looking to enjoy a long-standing relationship with its customers, it’s extremely important to know how to keep up with the times. In some cases, keeping up with the times means taking a look back at your company’s history to see what it is that made it successful.

In the case of Major League Baseball’s Toronto Blue Jays, this is exactly the road the organization took. Late last week, the baseball club unveiled its brand new logo and uniforms to be worn by the team beginning in the upcoming 2012 season. One look at the new duds, and it is easy to tell where the inspiration came from.

The new-look Blue Jays actually have somewhat of an old look to them. The new logo and uniforms revisit the original logo and uniforms that the team adopted when it first came into existence in 1977. The Blue Jays, however, will not be clad in the baby blue uniforms worn during that era.

Instead, the only Major League Baseball team in Canada will be wearing uniforms similar to those worn during their World Series hey days of 1992 and 1993. The white home jerseys and the grey away jerseys are reminiscent of the ones worn by heroes Joe Carter and Hall of Famer, Roberto Alomar. They feature the vintage split-font numbers and the blue jays head with red maple leaf.

A special video called “Logo For Life” on the Toronto Blue Jays website showcases a number of players from the team wearing the new unis and describing their feelings about them. Jays outfielder, Jose Bautista is currently an MVP candidate and the league’s home run king, two years running.

In the video, he had this to say: “I think you gotta go back to your roots to find the identity of a team and I think we’re doing that. We’re going back to the old school look kind of mixed in with the future.” Opinions around the Synergy Marketing Consultants offices were unanimously in agreement.

“I love it,” shouted one excited rep, “The new uniforms are glorious. They’re so elegantly designed, and I love how we’ve gone back to our original look with some updated revisions. They look like a championship team now. All we need to do is just win the championship to go along with our great jerseys!”.

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