The Jacksonville Jaguars aren't in a place where they can do much to their roster, but that doesn't mean the organization has given up on change.
Yesterday in a state-on-team address the organization unveiled a new logo and spoke on 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.
"We need to fix this," Lamping said. "If we do not, we threaten the financial stability of the franchise."
Team owner Shad Khan added:
"If the Jacksonville Jaguars are truly to experience a rebirth, it was time for a new logo," Khan said. "Not a radical change. We wanted to find the right look that was faithful to the past and respects the players and the fans, and also bring unmistakably a new energy to the Jaguars franchise.
"Our new symbol for a new generation."
The new logo, which comes on the heels of hiring Caldwell and Bradley following a 2-14 season, maintains traditional colors (black, teal and gold) and offers a more realistic and fierce jaguar head.
"Now that's a cool cat," Khan said.
As for ticket prices in the coming season: Eighty percent will remain flat, 17 percent will increase and three percent will decrease.
The team also plans to create all-inclusive ticket packages as well as on-field seating for next season.
"We know the No. 1 thing we have to do is put a better team on the field for our fans, but you can't expect that your focus can only be on it," said Lamping, who is charged with the business side of a franchise that has missed the playoffs 11 times in the last 13 years. "That needs to be No. 1, but there's other things we need to do to allow us to compete, because every team is trying to win.
"To somehow believe that one team is going to win each and every year and that's going to address all their issues, that's not realistic."
The team is emphasizing three words -- proud, bold, committed -- as part of an overall theme: Stand United.
Arguably the biggest news of the day came with the release of concept drawings for the massive video boards, which would top those in Houston and Dallas. They are slated to be ready by the 2014 season, although the city of Jacksonville still has to approve the plans and organize funding.
"We want EverBank Field to be a destination where people are going to come to see it," Khan said.