The new logos and branding for the Jacksonville Jumbo Shrimp (Class AA; Southern League) were unveiled Wednesday morning. As was noted today, the identity comes as the result of a name change by the Jacksonville Suns.
The new Jumbo Shrimp name celebrates Jacksonville as a big small town – Florida’s largest city, yet in many ways a richly connected and close-knit community. Embodying the city’s determination and resilience, the centerpiece of the new identity is a tenacious Jumbo Shrimp in the shape of a “J” amid the water that is the natural geography of the River City on the First Coast. A Jumbo Shrimp holding the state of Florida is a secondary mark. A third logo is the Shrimp Boil mark celebrating affordable family fun with the resilient Jumbo Shrimp fighting his way out of a caldron. St. Johns Navy, Patriotic Blue, American Red and Shrimp make up the team’s new official colors, paying tribute to Jacksonville’s rich military heritage.
“This exciting announcement turns the page on wonderful time in Jacksonville’s baseball history that will never be forgotten and reaffirms our commitment to the First Coast. We understand the rich tradition of this region and wanted to embrace it in a way only Minor League Baseball can,” said Jumbo Shrimp General Manager Harold Craw. “The Jumbo Shrimp brand is built directly from the Jacksonville’s community heritage and allows us to integrate and bring to life what we are about… affordable, family, fun.”
The Jacksonville Jumbo Shrimp also unveiled their uniform and cap combinations and batting practice jersey Wednesday, with lettering and numbers in custom Jumbo Shrimp font. The front of the four uniform tops – the home white, road grey, St. Johns Navy and camouflage tops – feature the Aquatic “Jacksonville” wordmark, while the American Red top has “Bold City” as the wordmark. The batting practice top is Patriotic Blue with the alternate logo of the Jumbo Shrimp holding the state of Florida on the front. The team will wear navy or red caps, or an alternate navy cap with gray brim. All team merchandise is now on sale at www.jaxshrimp.com.
The Jacksonville franchise will build upon its first year under the new ownership of Fast Forward Sports Group, with new owner Ken Babby, President Jim Pfander, and General Manager Harold Craw. In 2016, the franchise posted several attendance milestones, including Double-A baseball’s highest attendance for the first four days of the Minor League Baseball season, and the largest single crowd in four years at the Baseball Grounds of Jacksonville.
“Today marks a new chapter for baseball here in Northeast Florida. Jacksonville’s incredible history as a baseball city dates back more than a century. That history carries on and is now matched with an identity epitomizing family entertainment that our fans have come to learn Minor League Baseball is all about,” said Jumbo Shrimp owner Ken Babby. “The Jumbo Shrimp will be a fun, fresh face in town, and I am excited for our fans to see them come to life next spring.”
The Jumbo Shrimp identity was created with the help of Brandiose, a nationally-renowned marketing firm that has worked with more than 60 minor and major league teams. After meeting with fans, staff and community members to learn about the stories, history, and personality of Northeast Florida, Brandiose partnered with the team’s front office leadership to develop the logos, uniforms and forthcoming mascot.
“Jacksonville is one of the premier destinations in all of Minor League Baseball,” said Brandiose’s Casey White. “Our goal was to capture the fun of the Jumbo Shrimp and communicate it through the look and feel of the new identity.”
“Jacksonville’s community has given outstanding support to its Minor League Baseball franchise for decades, and fans have learned the commitment of new management to a first-rate fan experience and community engagement,” said Pat O’Conner, President of Minor League Baseball. “Many of the most thriving clubs in Minor League Baseball – including the El Paso Chihuahuas, Fort Wayne TinCaps, Lehigh Valley IronPigs, and Richmond Flying Squirrels – have been through a similar process of creating an identity that energizes its community. Fans in Northeast Florida have an exciting future with the Jacksonville Jumbo Shrimp.”