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Inside Scoop: SJ Sharks Unveil New Logo

by Ed Attanasio (writer), San Frickin' Frisco, Baby!, July 20, 2007


The San Jose Sharks hockey team changed their logo recently. It wasn’t supposed to be revealed to the public until later this month, but someone leaked it before the official unveiling and here it is. I think this logo looks a lot better than the old one. This shark is meaner looking and has a little more personality than the original logo. The old shark looked like he was on Prozac or something – like he had accidentally chomped into an underwater power line and was still in shock.

This appeared the other day on the Sharks’ web site,

When the Sharks take the ice for the 2007-08 campaign, they will be doing so with a different look, and not just with regards to the players. There are few details publicly available, but the one certainty is the Sharks logo will have a more updated feel this fall. There will also be new secondary marks introduced.

“I think people are going to like it,” said defenseman Kyle McLaren, one of several Sharks who had input on the updated design. “I think they’ll embrace the change. It goes with the new NHL.”

The Sharks did not take altering their brand lightly, as the main logo has been one of the most popular in professional sports since the club’s inception in 1991.

“We put a lot of research into this and feel the fans will thoroughly appreciate the updated logo and new marks,” said Sharks President and Chief Executive Officer Greg Jamison. “The players were heavily involved in the process and they were extremely happy with the outcome.”

Fans will have their first opportunity to view the new look and secondary marks on July 24 at 10 a.m. PST on and merchandise with the updated logo and new marks at the Sharks Store will be available starting on that date as well.

While the logo will be released this month, the new-look jerseys will not be previewed until closer to training camp. All NHL jerseys will be altered to some degree this year as Reebok introduces new fabrics to help enhance player skills.

The Sharks primary mark has not changed throughout the Sharks 16-year history, but the jersey has been altered on several occasions. San Jose’s original jersey was introduced in 1991 and the most recent incarnation was put in place in 1998, although it served as an alternate jersey the prior campaign. The alternate black jersey debuted in 2001.

About the Writer

Ed Attanasio is a writer for BrooWaha. For more information, visit the writer's website.
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3 comments on Inside Scoop: SJ Sharks Unveil New Logo

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By D'Ann Redondo on July 20, 2007 at 02:13 pm
I was raised on LA Kings hockey and I can never accept other teams' uniforms that look like the color scheme of a condo complex in Venice or Santa Monica. Keep the psychotropic shark logo or don't, just change the colors!
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By LoveChef on July 20, 2007 at 09:03 pm
I love the tiburones and I dig their new logo!
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By Steven Blake on July 28, 2007 at 02:11 pm
But they broke their hockey stick? How are the going to shoot the puck? What if the shark was tearing through a net??? OOHHH?!?!
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