See Jaguars new logo, hear new plans

The Jaguars are not yet in a place where they can do much to change their roster.

Today in a state-of-the-team type of address, they unveiled a new logo and spoke of themes, ticket process and scoreboard concepts.

It’s part of a repackaging for the franchise, which has a long climb up from 2-14 in 2012.

Regarding the logo, team president Mark Lamping said the team sought something more lifelike and fierce that would retain the teal accents in place since the beginning. A secondary mark is in the shape of a military style badge that incorporates the logo and the shortened Jags’ nickname. ESPN.com's Uni Watch likes the new logos.

The biggest thing to come out of the news conference in my eyes was the start of a discussion about local revenue. Lamping said the team has fallen from No. 2 in the NFL in 1995 to 29th in 2011 in total local revenue.

“We need to fix this,” Lamping said. “If we do not, we threaten the financial stability of the franchise.”

Here are three big revenue generators they believe can help reverse the trend:

  • New seats. EverBank Field will be revamped to include upper level loge boxes and field seats. Lamping said next year, and I interpreted that as meaning 2014 though I'm not yet certain.

  • Giant upgrades to the scoreboards that would give the team the biggest boards in the NFL, turning EverBank Field into more of a destination. “It will finally give us something where we are the best,” Lamping said. The financing for these and the timing of installation were not made clear.

  • A full-time salesperson in London, where the team will play a home game for the next four seasons that will create an opportunity to sell and share sponsorship money in the United Kingdom.

As for ticket prices in the coming season: Eighty percent will remain flat, 17 percent will increase and three percent will decrease.

The team is emphasizing three words -- proud, bold, committed -- as part of an overall theme: Stand United.

Owner Shad Khan said the team now has an “ideal franchise model.”

GM David Caldwell and coach Gus Bradley spoke briefly at the end of the news conference.

Team-building and winning will trump any logo, slogan or enormous scoreboard.

Caldwell and Bradley are the guys to take care of those two departments. Although they can evaluate now, they are a while away from being able to make the moves that will contribute to that.